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Inside Marketing – Practices, Ideologies, Devices - Oxford Scholarship Online
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Inside Marketing: Practices, Ideologies, Devices

Detlev Zwick and Julien Cayla


This book offers a theoretically informed, critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. With marketing activities intensifying, the public has become much more aware of its status as consumers. Yet, the relentless visibility of marketing materials and messages in our everyday life contrasts sharply with the mystery surrounding the inner workings of the marketing profession. The silence on the subject is surprising, particularly because the nefarious effects of rampant marketing are widely recognized ... More

Keywords: marketing, capitalism, cultural anthropology, economic sociology, consumers, marketers, marketing materials, marketing practice, business

Bibliographic Information

Print publication date: 2011 Print ISBN-13: 9780199576746
Published to Oxford Scholarship Online: May 2011 DOI:10.1093/acprof:oso/9780199576746.001.0001


Affiliations are at time of print publication.

Detlev Zwick, editor
Associate Professor of Marketing, Schulich School of Business, York University, Toronto, Canada
Author Webpage

Julien Cayla, editor
Senior Lecturer in Marketing, Australian School of Business and Visiting Associate Professor, Euromed Management

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Inside Marketing: Practices, Ideologies, Devices

Detlev Zwick and Julien Cayla

Part I Studying Marketing Differently

Part II Marketing as Performance: Tools and Devices

4. Convoking the Consumer in Person: The Focus Group Effect

Catherine Grandclément and Gérald Gaglio

7. The Making of the Sensuous Consumer

Pascale Desroches and Jean-Sébastien Marcoux

Part III The Political Economy of Marketing Practice

Part IV The Diffusion of Marketing Ideology and its Effects

14. Mapping the Future of Consumers

Julien Cayla and Lisa Peñaloza


The Marketing Reformation Redux

John F. Sherry, Jr.

End Matter