(416) 736-2100, Ext. 77199
Office: Room N324, SSB
- Consumer Behavior
- Database Marketing
- Marketing and Sustainability
About Detlev Zwick
My research focuses on cultural and social theories of consumption and the cultural politics of marketing and management practice. Working within the tradition of qualitative social sciences, I study marketing and consumption practices from the view of the actors. My edited collection Inside Marketing: Practices, Ideologies, Devices (with Julien Cayla, Oxford University Press, 2012) highlights the cultural dimension of marketing practice as a product and producer of global and local market ideologies.
Refereed Journal Articles:
Darmody, A. and D. Zwick (2020). "Manipulate to empower: Hyper-relevance and the contradictions of marketing in the age of surveillance capitalism." Big Data & Society 7(1).
Zwick, D. (2018). No longer violent enough?: Creative destruction, innovation and the ossification of neoliberal capitalism Journal of Marketing Management.
Charitis, V., Zwick, D., & Bradshaw, A. (2018). Creating Worlds that Create Audiences: Theorising Personal Data Markets in the Age of Communicative Capitalism. TripleC, 16(2), 820-834.
Carrington, M., Zwick, D., and Neville, B. (2018) Activism and Abdication on the Inside: The Effect of Everyday Practice on Corporate Responsibility. Journal of Business Ethics.
Zwick, D. and A. Bradshaw (2016). "Biopolitical Marketing and Social Media Brand Communities." Theory, Culture & Society 33(5): 91-115.
Carrington, M., Zwick, D. & Neville, B. (2016) ‘The ideology of the ethical consumption gap’. Marketing Theory, 16(1), 21-38.
Bradshaw, A., & Zwick, D. (2016). The Field of Business Sustainability and the Death Drive: A Radical Intervention. Journal of Business Ethics, 136(2), 267-279.
Carrington, Michal Jemma, Detlev Zwick, and Benjamin Neville. 2015. "The ideology of the ethical consumption gap." Marketing Theory. First published on July 17, 2015 doi:10.1177/1470593115595674.
Zwick, Detlev. 2015. "Defending the Right Lines of Division: Ritzer's Prosumer Capitalism in the Age of Commercial Customer Surveillance and Big Data." The Sociological Quarterly 56(3):484-98.
Bradshaw, A. and Zwick, D. (published online 2015) ‘The Field of Business Sustainability and the Death Drive: A Radical Intervention. Journal of Business Ethics.
Zwick, D. (2014) Book Review: Capitalism - A companion to Marx's economy critique (Routledge) by Johan Fornas, Consumption Markets & Culture.
Shultz II, C. J., Peterson, M., Zwick, D., Atik, D. ( 2014 ) ‘My Iranian Road Trip – Comments and Reflections on Videographic Interpretations of Iran’s Political Economy and Marketing System’, Journal of Macromarketing, 34 (1), 87-94.
Zwick, D (2013). ‘Utopias of the Ethical Economy’, Ephemera: theory & politics in organization, 13(2), 393-405.
Zwick, D. and Denegri-Knott, J. (2012). 'Tracking Prosumption Work on eBay: Reproduction of Desire and the Challenge of Slow Re-McDonaldization', American Behavioral Scientist, 56(4), 439-458.
Pridmore, J., & Zwick, D. (2011). 'Marketing and the Rise of Commercial Consumer Surveillance', Surveillance & Society, 8(3), 269-277.
Cova, B., Dalli, D. & Zwick, D. (2011). 'Critical perspectives on consumers’ role as ‘producers’: Broadening the debate on value co-creation in marketing processes', Marketing Theory, 11(3), 231-241.
Zwick, Detlev and Julien Cayla (eds.) (2011). Inside Marketing: Practices, Ideologies, Devices. Oxford University Press.
Chapters in Books:
Zwick, D. and Bradshaw, A. (2014). ‘Capital’s new Commons: Customer Communities, Marketing and the Work of the Audience in Communicative Capitalism’, in McGuigan, L. and Manzerolle, V. (eds.), The Audience Commodity in a Digital Age. New York: Peter Lang.
Pridmore, J. and Zwick, D. (2012). ‘The Rise of the Customer Database: From Commercial Surveillance to Customer Production’, in Belk, R. and Llamas, R. (eds.), The Routledge Companion to Digital Consumption. London: Routledge
Zwick, D. and Schroeder, J. (2012). ‘Stock Trading in the Digital Age: Speed, Agency and the Entrepreneurial Consumer’, in Belk, R. and Llamas, R. (eds.), The Routledge Companion to Digital Consumption. London: Routledge
Zwick, D. (2012). ‘Online Investing as Digital Virtual Consumption: Individualism, the Screen and the Production of the Neoliberal Self’, in Denegri-Knott, J. and Molesworth, M. (eds.), Digital Virtual Consumption. London: Routledge.
Zwick, D. and Dholakia, N. (2011). ‘Strategic Database Marketing: Customer Profiling as New Product Development’, in Penaloza, L. Toulouse, N., and Visconti, L. (eds.) Cultural Marketing Management: A Cultural Perspective. London: Routledge.
Project Title Role Award Amount Year Awarded Granting Agency Project TitleDeveloping Cross-Cultural Competencies for Business Students Role Award Amount$41,200.00 Year Awarded2019 Granting AgencyAIF Project TitleTeaching Innovation Grant for Project titled “Developing a Sustainable Placement Program for iBBA Students Role Award Amount$10,000.00 Year Awarded2015 Granting AgencyAIF Project TitleYork Grant to generate Placements for Schulich Students Role Award Amount$12,000.00 Year Awarded2015 Granting AgencyThe Academic Innovation Fund (AIF) Project TitleInside marketing: Practices, ideologies, devices Role Award Amount$21,000.00 Year Awarded2009 Granting AgencySSHRC Project TitleInside marketing: Critical investigations of marketing practices and ideologies from around the world RolePrincipal Investigator Award Amount$21,000.00 Year Awarded2009 Granting AgencySocial Sciences and Humanities Research Council - Aid To Workshop Grant Project TitleDatabase Marketing: Making up customers Role Award Amount$3,500.00 Year Awarded2004 Granting AgencySSHRC Project TitleDatabase Marketing: Making up customers RolePrincipal Investigator Award Amount$3,500.00 Year Awarded2004 Granting AgencySocial Sciences and Humanities Research Council - Small Grant Project Title RolePrincipal Investigator Award Amount$2,000.00 Year Awarded2004 Granting AgencyYork University - Junior Faculty Fund Project Title RolePrincipal Investigator Award Amount$5,000.00 Year Awarded2000 Granting AgencyUniversity of Aalborg, Denmark - Researcher in Residence with the Computer Science Department