Inside Marketing: Practices, Ideologies, Devices

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.

Table of Contents

Introduction
Inside Marketing: Practices, Ideologies, Devices, Detlev Zwick and Julien Cayla

Part I: Studying Marketing Differently
1. Marketing as a Monstrosity: the Impossible Place Between Culture and Economy, Don Slater
2. The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work, Robert Foster
3. "Market-things inside": Insights from Progressive Grocer (United States, 1929-1959), Franck Cochoy

Part II: Marketing as Performance: Tools and Devices
4. Convoking the Consumer in Person: The Focus Group Effect, Catherine Grandclement and Gerald Gaglio
5. Marketing as Surveillance: Assembling Consumers as Brands, Jason Pridmore and David Lyon
6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage, Patricia L. Sunderland and Rita M. Denny
7. The Making of the Sensuous Consumer, Pascale Desroches and Jean-Sebastien Marcoux

Part III: The Political Economy of Marketing Practice
8. Modeling Blackness in Civil Rights America, Elspeth H. Brown
9. Customer Co-Production from Social Factory to Brand: Learning from Italian Fashion, Adam Arvidsson and Giannino Malossi
10. Flipping the Neighbourhood: Biopolitical Marketing as Value Creation for Condos and Lofts, Detlev Zwick and Yesim Ozalp

Part IV: The Diffusion of Marketing Ideology and its Effects
11. Commercial Epistemologies of Childhood: 'Fun' and the Leveraging of Children's Subjectivities and Desires, Daniel Thomas Cook
12. Broadening the Marketing Concept: Service to Humanity, or Privatization of the Public Good?, Kalman Applbaum
13. Neoliberal Experiments: Social Marketing and the Governance of Populations, Liz Moor
14. Mapping the Future of Consumers, Julien Cayla and Lisa Penaloza

Part V: Afterword
The Marketing Reformation Redux, John Sherry

376 pages, Paperback

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INSIDE MARKETING: PRACTICES IDEOLOGIES DEVICES

ZWICK D. CAYLA J.

Inside Marketing: Practices, Ideologies, Devices

Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide.