This book is dedicated tothe research of the pleasure phenomenon as the most important factor in individual and socio-cultural development. In a society of mass consumption, pleasurehaving turned into a commodity and a means of manipulationdefines civilizational development. The authors theorize that the pursuit of pleasure can destroy ones self, culture, and environment. The recent rapid technological expansion has turned pleasure into a societal challenge. This study emphasizes the necessity of intrinsic transformation of marketing in the 21st Century which would shift the focus from seeking pleasure to controlling desires in a way that would benefit self, society, and the world.