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.