The relevance of Horkheimer’s view of the customer

Abstract

Horkheimer’s critical view of the customer in Western society concentrates on the threatening influence of instrumental reason, a particular field he mentions being marketing. According to him the real autonomy of the customer, the customer as king, has evaporated. Discusses the relevance of this view today, particularly in connection with such recent developments as customization and relationship marketing. In order to come to a better understanding of the subject, some milestones of the history and philosophy of trade are explored, as well as some aspects of the history of marketing. The main conclusion is that, at the moment, Horkheimer’s approach can function as a critical heuristic, but not as a fully adequate diagnosis.

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