Thesis (M.B.A.)--University of Hong Kong, 1981.

Thesis (M.B.A.)--University of Hong Kong, 1981. / Also available in print.

Thesis (M.A.)--Miami University, Dept. of English, 2004. / Title from first page of PDF document. Includes bibliographical references (p. 47-48).

The aim of this study is to investigate the interrelationships between place and taste through a multi-sited ethnography of music consumption. Place and taste are important theoretical constructs that have been studied extensively across the humanities and social sciences. Yet, there is a scarcity of research that attempts to bring together these constructs in the fields of marketing and consumer research and beyond. In particular, prior consumer culture theory (CCT) research has not taken into account the spatial processes through which consumers enact, perform and further develop their tastes in the market place. More significantly, little empirical research illustrates how different consumption spaces tend to orchestrate and shape consumers’ tastes. As such, this study focuses on the context of music consumption and aims to explore spatial taste formation processes via consumers’ aesthetic experiences in popular (festival) and classical (concert hall) music places within the fields of indie and classical music consumption respectively. The emergent findings are structured upon four chapters (papers) and develop specific research objectives which revolve around the overarching aim of the study, namely the exploration of the interrelationships between place and taste. This study brings together both structural and experiential dimensions of taste and highlights the ontological significance of phenomenological understandings of space and place for marketing and consumer research.

In my dissertation I will deal with the issue of surveillance, which is applied in the area of marketing, consumption and in connection with that in advertising. I will concentrate mainly on the current age and therefore on the electronic surveillance, so the history of the surveillance studies will not be dealt with in this thesis in more detail. The first part of the thesis will be theoretical focusing on the main theses and theories of the current surveillance authors, especially the issues of electronic surveillance. The next part of this thesis will focus on surveillance and surveillance techniques in marketing and consumption. In this part I will also build on the theories of contemporary authors discussing the surveillance topic in the commercial sphere, but I will try to complement the theoretical introduction of the issue with the specific functioning of this phenomenon in practice. The main aim of this thesis will mainly be an overview and comprehensive illumination of surveillance and control issues focusing on the field of marketing and consumption and also mapping its operation in practice. In this part, I will focus on the issue of electronic surveillance in terms of marketing strategies focusing on the application of surveillance on the Internet and particulary on social networks. I...

[pt] A presente tese tem como objetivo discutir o que é marketing a partir de três momentos. No primeiro momento, uma apreciação histórica do conceito é apresentada, analisando eventos que nos dão pistas de como pôde ter surgido um pensamento de marketing, com o intuito de compreender a raiz cultural do conceito. O segundo momento se dá através de conceitos e teorias propostos pelos autores reconhecidos no campo de estudos do marketing. Para isso, foram entrevistados professores na área de marketing, que apontaram um conjunto de autores e livros relevantes. A pesquisa analisa as obras indicadas pelos especialistas, problematizando os sentidos e as matrizes teóricas do conceito de marketing para esses autores. Por fim, no terceiro momento, a pesquisa propõe uma análise do marketing na prática, cujo objetivo é entender como as empresas entendem marketing e que papéis elas desempenham nas organizações. Para isso, será desenvolvido um estudo de caso da Coca-Cola Brasil, através de entrevistas com funcionários e ex-funcionários do departamento de marketing da empresa. Depois de realizar esta triangulação – história das práticas culturais do marketing, conceitos e teorias de marketing e estudo de caso – a pesquisa aponta as convergências e divergências entre esses três âmbitos. As conclusões sugerem que o marketing possui como um de seus principais fundamentos os processos comunicativos e suas representações culturais, sociais e históricas. O conceito de marketing converge em alguns aspectos na história, na teoria e na prática e sua aplicação constrói novas teorias à medida que o marketing se transforma. / [en] The present thesis aims at discussing what marketing is from three moments. In the first moment, a historical appreciation of the concept is presented, analyzing events that give us hints of how a marketing thought could have arisen, in order to understand the cultural root of the concept. The second moment occurs through concepts and theories proposed by recognized authors in the field of marketing studies. For this, were interviewed teachers in the area of marketing who pointed out a set of relevant authors and books. The research analyzes the works recommended by the specialists, problematizing the meanings and theoretical matrices of the marketing concept for these authors. Finally, in the third moment, the research proposes a marketing analysis in practice, whose objective is to note how companies understand marketing and what roles they play in organizations. For this, a case study of Coca-Cola Brazil will be developed, through interviews with employees and former employees of the company s marketing department. After promoting this triangulation - history of cultural marketing practices, concepts and theories of marketing and case study - the research points out the convergences and divergences between these three scopes. The conclusions suggest that marketing has as one of its main foundations the communicative processes and their cultural, social and historical representations. The concept of marketing converges in some respects in history, theory and practice and its application builds new theories as marketing changes.