《内部营销：实践、理念与工具》（有声书）

2019 | English | B07QHW2K39 | MP3 128 kbps | 16 hours and 2 minutes | 881 MB

The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little-understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism.

Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. This book brings together leading scholars and practitioners from the fields of business, history, economic sociology, and cultural anthropology, to analyze the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. How has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? And how does marketing appropriate the creativity of consumers for profit?

近年来营销活动的加强使公众对消费者角色的认识更加深入。然而，日常生活中的市场营销材料及其附带信息的日益增多与其内在运作方式形成鲜明对比——尽管营销专业人士被广泛认为是塑造全球资本主义面貌的关键力量。 《市场营销内幕》从理论指导下的批判角度审视当今营销实践及其在全球文化、经济和政治影响力上的增长趋势。这本书汇集了来自商业、历史学、经济社会学及文化人类学领域的顶尖学者和实践者，分析市场营销作为一种物质社会实践活动、意识形态以及技术手段的内在运作机制及其外在影响。他们的工作提出了一些重要且时宜的问题：营销业如何重塑制药行业并对我们有何影响？营销对我们的进步观与现代性观念产生了何种影响？它又如何改变了我们看待童年的视角？而营销又是如何将消费者的创造力转化为利润呢？

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