Inside Marketing: Practices, Ideologies, Devices

Paperback | May 10, 2012

EditorDetlev Zwick, Julien Cayla

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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 themarketing 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, andcultural 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 ourlives? 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.

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From the Publisher

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 themarketing profession itself, despite the wi...

Detlev Zwick is Associate Professor of Marketing at the Schulich School of Business, York University in Toronto, Canada, and Julien Cayla is Senior Lecturer in Marketing at the Australian School of Business and Visiting Associate Professor at Euromed Management.

other books by Detlev Zwick

Format:PaperbackDimensions:376 pages, 9.21 × 6.14 × 0.01 inPublished:May 10, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199655839

ISBN - 13:9780199655830

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Table of Contents

IntroductionDetlev Zwick and Julien Cayla: Inside Marketing: Practices, Ideologies, DevicesPart I: Studying Marketing Differently1. Don Slater: Marketing as a Monstrosity: the Impossible Place Between Culture and Economy2. Robert Foster: The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work3. Franck Cochoy: "Market-things inside": Insights from Progressive Grocer (United States, 1929-1959)Part II: Marketing as Performance: Tools and Devices4. Catherine Grandclement and Gerald Gaglio: Convoking the Consumer in Person: The Focus Group Effect5. Jason Pridmore and David Lyon: Marketing as Surveillance: Assembling Consumers as Brands6. Patricia L. Sunderland and Rita M. Denny: Consumer Segmentation in Practice: An Ethnographic Account of Slippage7. Pascale Desroches and Jean-Sebastien Marcoux: The Making of the Sensuous ConsumerPart III: The Political Economy of Marketing Practice8. Elspeth H. Brown: Modeling Blackness in Civil Rights America9. Adam Arvidsson and Giannino Malossi: Customer Co-Production from Social Factory to Brand: Learning from Italian Fashion10. Detlev Zwick and Yesim Ozalp: Flipping the Neighbourhood: Biopolitical Marketing as Value Creation for Condos and LoftsPart IV: The Diffusion of Marketing Ideology and its Effects11. Daniel Thomas Cook: Commercial Epistemologies of Childhood: 'Fun' and the Leveraging of Children's Subjectivities and Desires12. 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 Populations14. Julien Cayla and Lisa Penaloza: Mapping the Future of ConsumersPart V: AfterwordJohn Sherry: The Marketing Reformation Redux

Editorial Reviews

"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 andoriginal 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