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Inside Marketing
Practices, Ideologies, Devices
Edited by Detlev Zwick and Julien Cayla
376 pages
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Numerous illustrations, figures, and tables
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234x156mm
978-0-19-965583-0
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Paperback
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10 May 2012
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- Critical analysis of marketing and its growing influence in societies
- High quality empirical research of marketing ideology at work
- Interdisciplinary perspective from international group of contributors
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.Readership: Academics,
researchers, and advanced students of Marketing and Sales, Consumer Behaviour, Communication Studies, Sociology, and Cultural Studies; Marketing and Advertising professionals and consultants.
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Edited by Detlev Zwick, Associate Professor of Marketing, Schulich School of Business, York University, Toronto, Canada, and Julien Cayla, Senior Lecturer in Marketing, Australian School of Business and Visiting Associate Professor, Euromed Management Contributors:
Kalman Applbaum, Associate Professor of Anthropology, University of Wisconsin, Milwaukee
Adam Arvidsson, Associate Professor in the Department of Sociology, the University of Milan
Elspeth H. Brown, Associate Professor of History and Director of the Centre for the Study of the United States, the University
of Toronto
Julien Cayla, Senior Lecturer, the Australian School of Business, University of New South Wales in Sydney, Australia
Franck Cochoy, Professor of Sociology, the University of Toulouse
Daniel Thomas Cook, Associate Professor of Childhood Studies and Sociology, Rutgers University, Camden, New Jersey
Rita Denny, Ph.D., founding partner, Practica Group,
Pascale Desroches. Product Manager, L'Oréal Canada
Robert J. Foster, Professor and Chair of Anthropology and Professor of Visual and Cultural Studies, the University of Rochester
Gérald Gaglio, Assistant Professor in Sociology, the University of Technology of Troyes (France)
Catherine Grandclément, Researcher in Sociology, EDF R&D, France
David Lyon, Director of the Surveillance Studies Centre and Professor of Sociology, Queen's University
Jean-Sébastien Marcoux, Associate Professor in Marketing, HEC Montréal (Canada)
Giannino Malossi, independent researcher and consultant in communications strategy and in economics of creative industries
Liz Moor, Senior Lecturer in Media and Communications, Goldsmiths, University, London
Yesim Ozalp, doctoral student, the Schulich School of Business, York University
Lisa Peñaloza, Scientific Director, InteraCT Research Center, and Professor, École des Hautes Études Commerciales du Nord (EDHEC
Jason Pridmore, Senior Researcher, Zuyd University, the Netherlands
Don Slater, Reader in Sociology, the London
School of Economic
John F. Sherry, Jr., the Herrick Professor and Chairman of the Department of Marketing, the University of Notre Dame
Patricia Sunderland, founding partner, Practica Group
Detlev Zwick, Associate Professor of Marketing at the Schulich School of Business, York University, Toronto
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Review(s) from previous edition
"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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Introduction
Detlev Zwick and Julien Cayla: 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
John Sherry: The Marketing Reformation Redux
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The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.
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