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Christian Fuentes.

Christian Fuentes

Professor

Christian Fuentes.

Marketing machines at work : performing e-commerce by assembling, adjusting, and maintaining a complex market device

Författare

  • Christian Fuentes
  • Patrik Stoopendahl

Summary, in English

This paper aims to explore and conceptualise the marketing work of e-commerce managers. It draws on an ethnographically inspired study involving 21 e-commerce managers and approaches marketing work as a set of socio-material practices. The analysis shows that the marketing work of e-commerce managers centres on assembling, adjusting, and maintaining ‘marketing machines’ – complex market devices designed to perform marketing work. These heterogeneous arrangements comprise digital technologies, staff and their competencies, and organisational procedures. When put together, these marketing machines work to calculate demand, develop a product assortment, advertise and promote products, sell and deliver products, and provide customer service. The paper concludes by discussing the implications of the device-focused analysis of marketing work for our understanding of the digitalisation of marketing.

Avdelning/ar

  • Institutionen för tjänstevetenskap
  • Centrum för handelsforskning vid Lunds Universitet

Publiceringsår

2025-04-15

Språk

Engelska

Publikation/Tidskrift/Serie

Journal of Marketing Management

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Business Administration

Aktiv

Epub

Projekt

  • Service Studies Consumption
  • E-commerce managers: understanding the formation of a new market actor

ISBN/ISSN/Övrigt

  • ISSN: 0267-257X