Marketing Interaction & Technology

Marketing Interaction & Technology

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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.
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Product details

  • Hardback | 232 pages
  • 152 x 229mm
  • London, United Kingdom
  • English
  • 1138957976
  • 9781138957978

Table of contents

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
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About Dirk vom Lehn

Dirk vom Lehn is a Lecturer in Marketing, Interaction and Technology at King's College London, UK
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