Inside Marketing
Practices, Ideologies, Devices
Bibliographic Data
| ID | 19982473 |
|---|---|
| Authors | Detlev Zwick, Julien Cayla (0000-0003-3447-6149) |
| Year | 2011 |
| Pages | 3-20 |
| Publication date | 2011-02-24 |
| Open Access | No |
| Type | BOOK |
| Venue | Inside marketing (SOURCE_BOOK) |
| Publisher | Oxford University Press (PUBLISHER • GB) |
| DOI | 10.1093/acprof:oso/9780199576746.003.0001 |
| OpenAlex | W1581425878 |
| Open Library | OL24863269M |
| ISBN | 9780199576746 |
| Language | EN |
| Citations received | 11 |
In comparison to the impressive amount of resources, time, and energy going into researching the inner life of consumers, a rather minor effort has been made to study the growing army of economic actors whose work it is to define markets and give shape to the consumer culture as we know it. Furthermore, the results of the work that marketers do are, by definition, highly visible. Indeed, we would suggest that making things visible (in the sense of bringing forward and rendering meaningful and recognizable) through, for example, product design, packaging, display strategies, commercial architecture, branding, advertising, and promotional activities is the raison d'être of marketing. Yet, the visibility of marketing activities contrasts with the relative obscurity of the inner workings of the marketing profession. Indeed, little scholarly work has been directed at investigating the practices, ideologies, and devices of marketing professionals and how “marketing work” is enacted in organizational contexts. This book brings together leading social scientists and business scholars to deliver a systematic attempt to theorize contemporary marketing from the inside out
Business · Marketing management · Marketing mix · Marketing science · Marketing strategy · Political science · Public relations · Public Sector Marketing · Relationship marketing · Return on marketing investment · Sociology · Fashion and Cultural Textiles · Globalization and Cultural Identity · Economic aspects · Ideologie · Interdisziplinäre Forschung · Kulturelle Einrichtung · Management · Marketing · Political aspects · Social aspects
Producing consumers
Shaping exchanges, building markets
Building an Applied Anthropology Career in Business and Industry
Biopolitical Marketing and Social Media Brand Communities
Measuring the Middle
Cultural intermediaries in the making of branded music events
Selling, Sharing, and Everything In Between
Knowledge for sale
Reimagining the terrain of liquid times
Unpacking insight
On the road to prosumption
| Unique citing works | 11 |
|---|---|
| Citations per year | 0,79 |
| Citation span | 2012 - 2024 (13) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 6 |