Arsen Dallan & Karlen Ashotovich Dallakyan 
The Pursuit of Pleasure 
Overcoming a Civilizational Challenge

It is a hard psychological fact that the desire for pleasure is the ultimate factor in most of human decision-making. But as dominant as the pleasure principle has been in the cultural development of mankind, its impact has so far never been fully acknowledged. In the hands of a powerful minority that controls global capital flows, pleasure has been turned into the most profitable item for sale, preying on the consumerist desires it helped to create.

Re-evaluating the very notion of ‘pleasure’ and assessing its often sinister influence on the course of our civilization, The Pursuit of Pleasure unveils how the determinants of human behavior are now in the hands of global marketers whose sole aim is the maximization of profit, not the personal development of their customers. This powerful book shows how the overcoming of the pleasure principle through the management of pleasure can be the foundation of a new humanist culture in which people are conscious and aware of their choices.

About the author

Arsen Dallan is an expert in behavioral marketing, top manager in the banking and insurance industry with more than 10 years of experience. In his time as vice-president of the MSK insurance group, he helped transform MSK into a leading player. This has been achieved through reorganization of all business processes based on the client-centered model adapted to the clients’ motivation, needs, and behavior. He is the author of several books, with more than 50 articles published in leading business magazines. Author of and frequent guest of TV programs, leader of professional development workshops and presenter at national business and marketing conferences. Dallan graduated from Russian State Oil University in 2006, majored in oil sector construction economics, and earned his Ph D in 2009.

Karlen Dallakyan is Professor of philosophy at the State University of Law in Ufa, Russia, Ufa city, and head of the department of philosophy there. He is author of more than 150 academic publications.