Description
Marketing: A Sociological Approach offers a fresh perspective on marketing by grounding it in sociological theory and analysis. Rather than focusing solely on business practices, the authors examine how marketing influences culture, identity, and social relationships. The book explores the ways marketing constructs meaning, creates desire, and shapes consumer behavior within broader social contexts.
Kevin Mellet and Andrew Brown analyze the relationship between marketing, consumption, and modern society. They investigate how marketing intersects with issues of inequality, authenticity, and social change. This work is essential for students, academics, and professionals seeking to understand marketing beyond traditional business frameworks and recognize its profound impact on contemporary social structures and individual identities.
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