Inside Marketing: a New Odyssey

Inside Marketing: A New Odyssey Detlev Zwick, Schulich School of Business, York University Julien Cayla, Australian School of Business, University of New South Wales In comparison to the impressive amount of resources, time, and energy going into researching the inner life of consumers, a rather minor effort has been made to study the growing army of economic actors whose work it is to define markets, position and ‘culturally entangle’ products and services, and, more generally, give shape to the consumer culture as we know it (Callon, Meadel, & Rabeharosoa, 2002; Slater, 2002a, 2002b). This roundtable brings together researchers from various social science fields to discuss new ways to think about consumption and about consumer research by adopting a political economy of consumption approach (see e.g. Pietrykowski, 2007).

Citation:

Julien Cayla , Franck Cochoy, Dannie Kjeldgaard , Lisa Peñaloza , Don Slater, Detlev Zwick, Liz Moor, and Kalman Applbaum (2011) ,"Inside Marketing: a New Odyssey", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 551-552.