Acknowledgments ............................................... vii
List of Contributors ......................................... viii
Introduction
Inside Marketing: Practices, Ideologies, Devices ................ 3
Detlev Zwick and Julien Cayla
Part I. Studying Marketing Differently
1 Marketing as a Monstrosity: The Impossible Place between
Culture and Economy ......................................... 23
Don Slater
2 The Uses of Use Value: Marketing, Value Creation,
and the Exigencies of Consumption Work ...................... 42
Robert J. Foster
3 "Market-things Inside": Insights from Progressive Grocer
(United States, 1929-1959) .................................. 58
Franck Cochoy
Part II. Marketing as Performance: Tools and Devices
4 Convoking the Consumer in Person: The Focus Group Effect .... 87
Catherine Grandclément and Gérald Gaglio
5 Marketing as Surveillance: Assembling Consumers as
Brands ..................................................... 115
Jason Pridmore and David Lyon
6 Consumer Segmentation in Practice: An Ethnographic
Account of Slippage ........................................ 137
Patricia L. Sunderland and Rita M. Denny
7 The Making of the Sensuous Consumer ........................ 162
Pascale Desroches and Jean-Sébastien Marcoux
Part III. The Political Economy of Marketing Practice
8 Black Models and the Invention of the US "Negro Market,"
1945-1960 .................................................. 185
Elspeth H. Brown
9 Customer Co-production from Social Factory to Brand:
Learning from Italian Fashion .............................. 212
Adam Arvidsson and Giannino Malossi
10 Flipping the Neighborhood: Biopolitical Marketing as
Value Creation for Condos and Lofts ........................ 234
Detlev Zwick and Yesim Ozalp
Part IV. The Diffusion of Marketing Ideology and its Effects
11 Commercial Epistemologies of Childhood: "Fun" and the
Leveraging of Children's Subjectivities and Desires ........ 257
Daniel Thomas Cook
12 Broadening the Marketing Concept: Service to Humanity,
or Privatization of the Public Good? ....................... 269
Kalman Applbaum
13 Neoliberal Experiments: Social Marketing and the
Governance of Populations .................................. 299
Liz Moor
14 Mapping the Future of Consumers ............................ 320
Julien Cayla and Lisa Peñaloza
Afterword
The Marketing Reformation Redux ............................... 343
John F. Sherry, Jr.
Index ......................................................... 351
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