Inside Marketing

Name: Inside Marketing
Brand: OUP Oxford
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Practices, Ideologies, Devices

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The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism. Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. This book brings together leading scholars and practitioners from the fields of business, history, economic sociology, and cultural anthropology, to analyse the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. How has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? And how does marketing appropriate the creativity of consumers for profit? This book offers scholars, policy-makers, and practitioners a theoretical and conceptual understanding of how marketing works as a cultural institution and as an ideology.

Inhaltsverzeichnis

Introduction

Inside Marketing: Practices, Ideologies, Devices

Part I: Studying Marketing Differently

1: Don Slater: Marketing as a Monstrosity: the Impossible Place Between Culture and Economy

2: Robert Foster: The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work

3: Franck Cochoy: "Market-things inside ": Insights from Progressive Grocer (United States, 1929-1959)

Part II: Marketing as Performance: Tools and Devices

4: Catherine Grandclément and Gérald Gaglio: Convoking the Consumer in Person: The Focus Group Effect

5: Jason Pridmore and David Lyon: Marketing as Surveillance: Assembling Consumers as Brands

6: Patricia L. Sunderland and Rita M. Denny: Consumer Segmentation in Practice: An Ethnographic Account of Slippage

7: Pascale Desroches and Jean-Sébastien Marcoux: The Making of the Sensuous Consumer

Part III: The Political Economy of Marketing Practice

8: Elspeth H. Brown: Modeling Blackness in Civil Rights America

9: Adam Arvidsson and Giannino Malossi: Customer Co-Production from Social Factory to Brand: Learning from Italian Fashion

10: Detlev Zwick and Yesim Ozalp: Flipping the Neighbourhood: Biopolitical Marketing as Value Creation for Condos and Lofts

Part IV: The Diffusion of Marketing Ideology and its Effects

11: Daniel Thomas Cook: Commercial Epistemologies of Childhood: 'Fun' and the Leveraging of Children's Subjectivities and Desires

12: Kalman Applbaum: Broadening the Marketing Concept: Service to Humanity, or Privatization of the Public Good?

13: Liz Moor: Neoliberal Experiments: Social Marketing and the Governance of Populations

14: Julien Cayla and Lisa Peñaloza: Mapping the Future of Consumers

Part V: Afterword

The Marketing Reformation Redux

Produktdetails

Erscheinungsdatum

24. Februar 2011

Sprache

englisch

Seitenanzahl

376

Autor/Autorin

Detlev Zwick, Julien Cayla

Verlag/Hersteller

OUP Oxford

Produktart

gebunden

Gewicht

728 g

Größe (L/B/H)

240/161/25 mm

ISBN

9780199576746

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Marketing und Vertrieb

Portrait

Detlev Zwick

Detlev Zwick is an Associate Professor of Marketing at the Schulich School of Business, York University, Toronto, Canada. Before coming to Schulich, he was a visiting scholar at Aalborg University in Denmark and a visiting professor at American University in Washington, DC. His research on the cultural politics of marketing and consumption practices has been published widely in marketing, communication, media culture, and sociology journals, as well as in several edited collections. He received his Ph.D. in Marketing from the University of Rhode Island.

Julien Cayla is a Senior Lecturer at the Australian School of Business (University of New South Wales, Sydney, Australia) and a Visiting Associate Professor at Euromed Management (Marseille, France). He received his Ph.D. from the University of Colorado, where he majored in marketing and minored in cultural anthropology. His dissertation examined the way companies learn about culture in the context of their interactions with advertising agencies. This work received the prestigious Alden Clayton Prize, as well as the Sheth Foundation Prize. In his research, he draws on anthropological theories and methodologies to study global marketing issues. His research on global marketing has been published in the Journal of Consumer Research, the Journal of International Marketing, the Handbook of International Marketing and Advertising, and Society Review.

Pressestimmen

For 30 years fundamental social science theory has been diffusing into the marketing domain via the efforts of academics, consultants, corporate researchers, and social critics, often working separately or with few opportunities for cross-fertilization. This consistently insightful volume constitutes a turn towards greater dialogue among these disparate tendencies featuring strong established voices and flourishing newer contributors all drawing on the rich wellspring of twentieth-century social thought. Eric Arnould, Distinguished Professor of Sustainable Business Practices, University of Wyoming The enduring contrast between the pervasive presence of marketing and the lack of empirical studies on its tools and practices has prevented us from understanding its effects on society. Inside Marketing fills the gap. Because they chose to follow marketers at work, contributors of this book show us how societies are ineluctably transformed into market societies and ordinary citizens into insatiable consumers. A must-read for anyone who worries about our future. Michel Callon, Professor of Sociology, Ecole des Mines de Paris Combining practical knowledge of marketing as a profession, practice, and ideology with a critical social science perspective, this astute collection takes the reader inside the truly global phenomenon of marketing. It will undoubtedly enhance your perspective of how marketing happens and the effects it has when it does happen. Celia Lury, Professor of Sociology, Goldsmiths College, University of London This innovative collection of essays promises to move thinking in marketing in new, more integrative and more critical directions. The book represents an important contribution to helping us move away from thinking in narrow disciplinary terms and toward more unified thinking (with sociology and anthropology in particular) about marketing and business more generally. George Ritzer, Distinguished University Professor, University of Maryland Critical knowledge of marketing has profited enormously from the new dialogue between business school academics and scholars across the rest of the academy. Inside Marketing is the best interdisciplinary collaboration of this type that I have read; the book is filled with trenchant and original insights from some of the world's sharpest critics of marketing. Douglas Holt, CEO and Co-Founder of Cultural Strategy Group and author of How Brands Become Icons and Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands

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