دانلود کتاب Inside Marketing: Practices, Ideologies, Devices

عنوان فارسی :

دانلود کتاب درون بازاریابی: اقدامات، ایدئولوژی ها، دستگاه ها

عنوان انگلیسی :

Inside Marketing: Practices, Ideologies, Devices

زبان : English

موضوع : Business->Marketing: Advertising

نویسندگان : Detlev Zwick Julien Cayla

ناشر : Oxford University Press, USA

ISBN (شابک) : 0199576742, 9780199576746

تعداد صفحات : 370\370

سال نشر : 2011     ویرایش : 1

حجم : 2 MB       فرمت : pdf

قیمت : 4000 تومان

خلاصه کتاب به فارسی (ترجمه خودکار و سیستمی) و خارجی:
تولد اولین معجزه زندگی است که در هیبت و رمز و راز پوشیده شده است. با این حال ، مرگ ، فیل ضرب المثل در اتاق است - واقعی و گنگ ، اما نادیده گرفته شده است. مرگ سزاوار اعتبار بیشتری از آن است که دریافت می کند. همراه با تولد ، مرگ ظرفی را تشکیل می دهد که زندگی ما را شکل می دهد. اگر تصدیق کنیم ، مرگ چارچوبی برای بررسی زندگی و زندگی آگاهانه ، معنادار و با محبت تر ارائه می دهد.

خلاصه کتاب به زبان اصلی :

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.

فهرست :



Table of contents :
Cover......Page 1
Table of Contents......Page 6
Acknowledgments......Page 8
List of Contributors......Page 9
Introduction......Page 14
Inside Marketing: Practices, Ideologies, Devices......Page 16
Part I. Studying Marketing Differently......Page 34
1. Marketing as a Monstrosity: The Impossible Place between Culture and Economy......Page 36
2. The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work......Page 55
3. “Market-things Inside”: Insights from Progressive Grocer (United States, 1929–1959)......Page 71
Part II. Marketing as Performance: Tools and Devices......Page 98
4. Convoking the Consumer in Person: The Focus Group Effect......Page 100
5. Marketing as Surveillance: Assembling Consumers as Brands......Page 128
6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage......Page 150
7. The Making of the Sensuous Consumer......Page 175
Part III. The Political Economy of Marketing Practice......Page 196
8. Black Models and the Invention of the US “Negro Market,” 1945–1960......Page 198
9. Customer Co-production from Social Factory to Brand: Learning from Italian Fashion......Page 225
10. Flipping the Neighborhood: Biopolitical Marketing as Value Creation for Condos and Lofts......Page 247
Part IV. The Diffusion of Marketing Ideology and its Effects......Page 268
11. Commercial Epistemologies of Childhood: “Fun” and the Leveraging of Children’s Subjectivities and Desires......Page 270
12. Broadening the Marketing Concept: Service to Humanity, or Privatization of the Public Good?......Page 282
13. Neoliberal Experiments: Social Marketing and the Governance of Populations......Page 312
14. Mapping the Future of Consumers......Page 333
Afterword......Page 354
The Marketing Reformation Redux......Page 356
C......Page 364
D......Page 365
G......Page 366
L......Page 367
N......Page 368
S......Page 369
Z......Page 370




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