A01=Kevin Mellet
affluence
Author_Kevin Mellet
business and marketing management
Category=JHB
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circulation of qualities
consumer profiles
conversion of free customers into paying customers
cultural and behavioural engineering
cynical approach to marketing
digital marketing
ecological criticism of marketing
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eq_business-finance-law
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eq_society-politics
generating changes in the behaviour of individuals
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institution of capitalism
Kevin Mellet
managing customers
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signs
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sociology of Marketing: A Sociological Approach
surveys
the consumer
what is the sociology of advertising
what is the sociology of consumption
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what was the digital revolution in marketing
Product details
- ISBN 9781509565696
- Weight: 204g
- Dimensions: 137 x 213mm
- Publication Date: 28 Mar 2025
- Publisher: John Wiley and Sons Ltd
- Publication City/Country: GB
- Product Form: Paperback
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Marketing involves a wide range of professions, activities and tools and it plays an increasingly important role in our lives. But what exactly is marketing and how did it come to assume such importance? Who are the marketing professionals, what exactly do they do and what influence do they have in our economy and society?
Over the last forty years, sociologists have studied marketing and analysed its practices, techniques and consequences, producing a formidable body of knowledge about the nature of marketing and its impact. This book provides a concise account of these contributions and an introduction to the most important sociological concepts for understanding marketing such as consumption, the market, the organization and culture. Mellet presents marketing not just as a set of techniques but as a pervasive social activity performed by different actors in specific contexts according to particular rules and views. He unpacks the activity of marketing, showing who marketers are, how they think, what they do and how they shape and construct not only markets but also the world we live in.
Written in a clear and accessible style, this book is the perfect introduction to marketing from a sociological perspective and it will be used on courses on marketing and the sociology of culture.
Over the last forty years, sociologists have studied marketing and analysed its practices, techniques and consequences, producing a formidable body of knowledge about the nature of marketing and its impact. This book provides a concise account of these contributions and an introduction to the most important sociological concepts for understanding marketing such as consumption, the market, the organization and culture. Mellet presents marketing not just as a set of techniques but as a pervasive social activity performed by different actors in specific contexts according to particular rules and views. He unpacks the activity of marketing, showing who marketers are, how they think, what they do and how they shape and construct not only markets but also the world we live in.
Written in a clear and accessible style, this book is the perfect introduction to marketing from a sociological perspective and it will be used on courses on marketing and the sociology of culture.
Kevin Mellet is Associate Professor of Sociology at Sciences Po, Paris.
