A response to comments on Marketing: A Sociological Approach

Kevin Mellet ()
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Kevin Mellet: CSO - Centre de sociologie des organisations (Sciences Po, CNRS) - Sciences Po - Sciences Po - CNRS - Centre National de la Recherche Scientifique

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Abstract: This response to reviewers of Marketing: A Sociological Approach situates the sociology of marketing within three long-running sociological debates: the production of culture, the functioning of markets, and the organisation of business. It argues that marketing should be studied empirically as organised action at the intersection of firms, markets, and culture, rather than as a purely manipulative force. The response highlights key dimensions of marketers' work, including the production of knowledge and expertise, the circulation of signs and values, and the construction of market devices and management tools. It also incorporates reviewers' suggestions by emphasizing creative and affective labour, the role of digitalisation in reshaping marketing practices, and the importance of historicizing marketing infrastructures and techniques. Finally, it reflects on marketing's role in the ecological crisis, asking whether a field historically tied to affluent consumption could be reoriented toward sufficiency and environmental transition.

Keywords: Sociology of marketing; cultural economy; consumption (search for similar items in EconPapers)
Date: 2026
Note: View the original document on HAL open archive server: https://hal.science/hal-05640809v1
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Published in Journal of Cultural Economy, 2026, ⟨10.1080/17530350.2026.2662587⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05640809

DOI: 10.1080/17530350.2026.2662587

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