Synopses & Reviews
Synopsis
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.
Synopsis
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within this organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates that production, placing, promotion, and pricing are achieved in, and through, marketing interaction. The studies investigate marketing interaction on street-markets, decision-making about the digitalization of supermarkets, the design of exhibitions and social media to generate memorable experiences, the interactive experiencing of exhibits, and the development of guiding visions in the promotion of Virtual Reality. The analyses reveal the practical and social organization of actions through which marketing and consumption are accomplished. By using different interactionist research methods, they show the contribution research using the interactionist attitude can make to marketing and consumer research as well as to interactionist sociology concerned with marketing interaction. Aimed at academics, researchers, and students in the fields of marketing and consumer research as well as in social psychology and sociology this book will encourage scholars and students in marketing and consumer research to shift their focus from the symbolic to marketing interaction.
Synopsis
The book introduces interactionist sociology to an audience in marketing, consumer research, and business and management studies.