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

Peopling Marketing, Organization, and Technology explores the interactionist approach to studying the organization of marketing interaction and the integration of technology within it. Through illustrative studies, it demonstrates that production, placement, promotion, and pricing are achieved through marketing interaction, such as street-markets, supermarket digitalization, exhibition design, and Virtual Reality promotion. The analyses reveal the practical and social organization of actions that accomplish marketing and consumption. The book is aimed at academics, researchers, and students in marketing, consumer research, social psychology, and sociology, encouraging them to shift their focus from symbolic to marketing interaction.

Format: Hardback
Length: 272 pages
Publication date: 31 January 2024
Publisher: Taylor & Francis Ltd

Peopling Marketing, Organization, and Technology adopts an interactionist approach to delve into the intricate dynamics of marketing interaction and the seamless integration of technology within organizations. Through the analysis of compelling illustrative studies, this book elucidates the interactionist mindset and showcases how production, placement, promotion, and pricing are accomplished through and within marketing interaction. The studies explore various facets of marketing interaction, including street-market dynamics, decision-making processes related to digitalization in supermarkets, the design of exhibitions and social media to create memorable experiences, the interactive nature of exhibits, and the development of guiding visions in promoting Virtual Reality. The comprehensive analyses unveil the practical and social structures that underpin marketing and consumption endeavors. By employing diverse interactionist research methodologies, the book demonstrates the valuable contributions that research adopting an interactionist attitude can make to marketing and consumer research, as well as to interactionist sociology focused on marketing interaction. This book is intended for academics, researchers, and students pursuing studies in marketing, consumer research, social psychology, and sociology. It serves as a catalyst, encouraging scholars and students in these fields to shift their attention from symbolic interactions to the rich tapestry of marketing interaction.

Weight: 660g
Dimension: 229 x 152 (mm)
ISBN-13: 9781138957978