Preface. 1. Apocaholics Anonymous: Looking back on the End of Marketing Stephen Brown, Jim Bell and David Carson Part One. Crisis 2. Trinitarianism, the Eternal Evangel and the Three Eras Schema Stephen Brown 3. Making a Drama out of a Crisis: The Final Curtain for the Marketing Concept Pierre McDonagh and Andrea Prothero 4. Apocalyptus Interruptus: A Tale by Parables, Apostles and Epistles Douglas Brownlie and John Desmond 5. On Aura, Illusion, Escape and Hope in Apocalytic Consumption: The Apotheosis of Las Vegas Russell W. Belk Part Two. Judgement 6. In Search of the Hidden Go(o)d: A Philosophical Deconstruction and Narratological Revisitation of the Eschatological Metaphor in Marketing Benoit Heilbrunn 7. The Protestant Ethic and the Spirit of Marketing: Visions of the End Ray Kent 8. Markets: Exchange and the Extreme Cornelius G. Buttimer and Donncha Kavanagh 9. The Fall and Rise of Marketing Fundamentalism: The Case of the 'Nature and D'ecouvertes' Distribution Concept Patrick Hetzel Part Three. Renovation 10. Marketing Adidimus Michael J. Thomas 11. Advertising Research: Sins of Omission and Inaugurated Eschatology Stephanie O'Donohoe 12. The Pathetic Phallusies of St. Thomas Aquinas and why Marketing Should Give Eve a Break Miriam Catterall, Pauline Maclaren and Lorna Stevens 13. On Eschatology, Onanist Scatology, or Honest Catalogy? Cats Swinging, Cat Singing and Cat Slinging as Riffs, Rifts and Writs in A Catalytic Catechism for the Cataclysm Morris B. Holbrook 14. The Future is Past: Marketing, Apocalypse and the Retreat From Utopia Stephen Brown and Pauline Maclaran .