Socializing Marketing

• 영문명: Socializing Marketing
• 발행기관: 한국마케팅과학회
• 저자명: Richard P. Bagozzi
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 866~891쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.11.30

영문 초록

  A social action conceptualization of marketing is proposed where buyers and sellers engage in collective action to achieve their goals. The notions of collective goals, joint commitment, we intentions, and other group based concepts are used to develop a new perspective on marketing that is grounded in sociality and the idea of shared intentionality. The proposed perspective maintains that marketing is fundamentally a social activity that is manifest in dyadic, small group, communal, and organizational activities, as well as large scale collectivities.

목차

1. Introduction
2. Marketing and Sociality
3. Collective Goals, Collective Commitment, and Social Action
4. The Concept of “We ness: and Its Elaboration
5. Conclusion
References
Notes

키워드

sociality collective intentions social facts social action joint commitment