A consumer behaviourist speaks out on the subject of consumer society. In his comprehensive pamphlet, Jörg Kraigher-Krainer, a trained marketer and economics professor, explains the difference between market economy and profit economy and the difference between marketing committed to the customer and marketing that is merely looking for new tricks to seduce customers and boost sales. His controversial theses are underpinned by numerous scientific studies—some of which are presented to a wider public for the first time in this book. Kraigher-Krainer appeals to industry to not only seek innovation, but also to renew itself in view of completely new framework conditions and to shelve the obsolete model of the company as money production machine. His proposed solutions involve intelligent consumption in affluent countries and redirecting an entrepreneur's creative power to the pressing questions of a globalised economy and the resulting global responsibility. After all, we are all in the same boat or on the same planet and the idea of the selfish profit maximiser is a dangerous chimera.