Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

ISBN-13: 9781138957978 / Angielski / Twarda / 2024 / 232 str.

Dirk Vom Lehn

Opis

Marketing Interaction & Technology takes an interactionist perspective to study the relationship between marketing, interaction and technology. Current thought and research in marketing and associated fields like consumer research are still pervaded by behaviorist concepts that simplify the relationship between human action and the environment. By analysing clear illustrative cases "Marketing Interaction & Technology" will explicate the complexity and contingency of social relationships.

The cases in this volume examine discussions of technology used to facilitate and support marketing activities in networks, for the building of reputation, for the promotion of products and service and the engagement with consumers, the involvement of consumers in innovation and production as well as new developments in consumer research and their ethical implications and the opportunities offered by technology to conduct social marketing campaigns. "Marketing Interaction & Technology" then ends with a re-evaluation of the relationship between marketing and technology and how it can be reshaped in line with contemporary debates in other areas of the social sciences.

Aimed at academics, researchers and policy makers in the fields of marketing, consumer behavior and psychology, the observations from the analysis will inform the development of new concepts of technology in marketing and consumer research and reinvigorate debate between sociology and marketing scholars.

Recenzje

“Vom Lehn's tour de force is to bring marketing and interactionist sociology together, to shed light on fascinating empirical settings including galleries, street markets and supermarkets. In turn, his rich approach feeds much broader and unique applications of the interactionist perspective in modern organizational and institutional studies.”

Professor Thomas Roulet, University of Cambridge

“This book embeds an interactionist approach within studies of marketing. Vom Lehn's 'sociological attitude' to studying marketing should be read by all those interested in the interplay between people, organisations and technology. This book casts a fresh look on how marketing scholars can theorise and understand everyday settings from street markets to museums and supermarkets. The writing style makes it accessible to interactionist novices and specialists and demonstrates the value of this approach to enriching a range of marketing subdisciplines. this is a must read.”

Finola Kerrigan, Professor of Marketing, University of Birmingham, UK

“With fearless aplomb, Dirk vom Lehn brings social interaction back into the field of marketing, revealing both the interactive nature of marketing, and the power of interactionist thought for those who study and practice it.  This is a major contribution that bridges divides and is a must read for business scholars and practitioners, scholars of institutions and organizations, and sociologists alike.”

Tim Hallett, Professor of Sociology, Indiana University Bloomington

Spis treści

List of Tables and Figures Foreword Preface 1. Introduction. 2. Marketing and Technology. 3. Marketing, Interaction and Communities. 4. Marketing and Networks. 5. Promoting and Engaging. 6. Image and Reputation. 7. Producing and Co-Producing. 8. Predicting Behaviour. 9. Measuring Impact. 10. Ethical Marketing and Technology. 11. Social Marketing. 12. Marketing, Interaction and Technology. References Index

O autorze

Dirk vom Lehn is Professor of Organisation and Practice in the Public Services Management & Organisation (PSMO) Department and a member of Work, Interaction and Technology a research group at King’s Business School, King’s College London. In his research he primarily explores the practical organization of action and interaction in museums and galleries, on street-markets, in optometric consultations, and in dance workshops. He also has an interest in the history of ethnomethodology and in the further advancement of video-based research methods for the study of the organization of action.