Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that 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.
vom Lehn
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Weitere Infos & Material
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
Dirk vom Lehn is Professor of Organization 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.
