Umfang:
1 online resource (209 pages)
Ausgabe:
1st ed.
ISBN:
9780415624770
,
9781136238109
Serie:
Routledge Studies in Innovation, Organizations and Technology Series
Inhalt:
This book offers an ethnographic account of what it means and what it takes to become a competent member of the technology marketing community, through engaging with the participants' ways of making sense of socio-technical orders. The book helps the reader to understand the corporate assumptions behind technological change and unravels the construction of expectations, inclusions and exclusions around emerging technologies
Anmerkung:
Intro -- Marketing Technologies Corporate cultures and technological change -- Copyright -- Contents -- Acknowledgements -- Preface -- 1 The 'market turn' in science and technology studies -- A post-essentialist approach to the market -- The market as actor network -- The market as text -- Technology marketing as a strategic case -- 2 Marketing technologies: in theory and in practice -- Marketing as a culture and as a cultural artefact -- Marketing power and marketing knowledge -- Marketing as boundary work -- Interrogating the interpretive constraints -- Technology texts and their audiences -- 3 Inside corporations: an ethnographic approach -- Corporation as a field site -- Inscribing ethnography in a non-disclosure agreement -- Marketing practice: a place for ethnography -- Ethnographic methodologies -- Discussion -- 4 Becoming a neophyte marketer -- Vertical marketing and accountability -- 'Organising' as a documentary practice -- Accountability in and of vertical marketing -- Discussion -- 5 Marketing texts as discursive objects, or do texts speak for themselves? -- Technology as text or text as technology? -- Marcom materials as discursive objects -- Discussion -- 6 'Softly, softly' tagging the world -- Introduction/transition -- RFID as a tellable story -- Product launch as organisational practice -- Preparing a product launch -- Tentative launch -- Discussion -- 7 RFID 'theatre of the proof' -- The organisational politics of technology demonstration -- Holding marketing and engineering together -- Locations, audiences and selling cycles -- Cometh the moment, cometh the artefact? -- RFID Expo: tentative opening -- Discussion -- 8 Concluding remarks -- Revision of the post-essentialist approach to the market -- Markets, technology and accountability -- Marketing knowledge: an ethnographic perspective
,
Marketing technologies and intervention -- Living with unrest: research strategies and tellability -- Notes -- References -- Index
Weitere Ausg.:
Print version Simakova, Elena Marketing Technologies Oxford : Taylor & Francis Group,c2012 ISBN 9780415624770
Sprache:
Englisch
Schlagwort(e):
Electronic books
URL:
FULL
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