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UBC Theses and Dissertations
Consuming loyalty: marketing technology and relationships in the consumer society Fuller, Brian
Abstract
The field of marketing is currently undergoing a reconceptualization, largely influenced by new computer and communication technologies. The shift to more high-tech ways of knowing is linked to a new discourse on customer loyalty, relationship management, and customer-specific marketing. Customers are increasingly viewed not as elements in a mass market or market niche, but as individuals with their own important patterns of consumption. The technologies and rationality of customer loyalty are investigated through a study of the Air Miles loyalty program and the relationship marketing literature. The 'promise' of new marketing technologies is analyzed as a means of surveillance, and as an instrument for the accelerated commodification of society.
Item Metadata
| Title |
Consuming loyalty: marketing technology and relationships in the consumer society
|
| Creator | |
| Publisher |
University of British Columbia
|
| Date Issued |
1998
|
| Description |
The field of marketing is currently undergoing a reconceptualization, largely
influenced by new computer and communication technologies. The shift to
more high-tech ways of knowing is linked to a new discourse on customer loyalty,
relationship management, and customer-specific marketing. Customers are
increasingly viewed not as elements in a mass market or market niche, but as
individuals with their own important patterns of consumption. The technologies
and rationality of customer loyalty are investigated through a study of the Air
Miles loyalty program and the relationship marketing literature. The 'promise'
of new marketing technologies is analyzed as a means of surveillance, and as an
instrument for the accelerated commodification of society.
|
| Extent |
3727517 bytes
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| Genre | |
| Type | |
| File Format |
application/pdf
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| Language |
eng
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| Date Available |
2009-06-11
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| Provider |
Vancouver : University of British Columbia Library
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| Rights |
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.
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| DOI |
10.14288/1.0076871
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| URI | |
| Degree | |
| Program | |
| Affiliation | |
| Degree Grantor |
University of British Columbia
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| Graduation Date |
1999-05
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| Campus | |
| Scholarly Level |
Graduate
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| Aggregated Source Repository |
DSpace
|
Item Media
Item Citations and Data
Rights
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.