Vom Lehn's tour de force is to bring marketing and interactionist sociology together, to shed light on fascinating empirical settings including galleries, street markets and supermarkets. In turn, his rich approach feeds much broader and unique applications of the interactionist perspective in modern organizational and institutional studies.
Thomas Roulet, Professor at the University of Cambridge
This book embeds an interactionist approach within studies of marketing. Vom Lehn's 'sociological attitude' to studying marketing should be read by all those interested in the interplay between people, organisations and technology. This book casts a fresh look on how marketing scholars can theorise and understand everyday settings from street markets to museums and supermarkets. The writing style makes it accessible to interactionist novices and specialists and demonstrates the value of this approach to enriching a range of marketing subdisciplines. this is a must read.
Finola Kerrigan, Professor of Marketing, University of Birmingham, UK
With fearless aplomb, Dirk vom Lehn brings social interaction back into the field of marketing, revealing both the interactive nature of marketing, and the power of interactionist thought for those who study and practice it. This is a major contribution that bridges divides and is a must read for business scholars and practitioners, scholars of institutions and organizations, and sociologists alike.
Tim Hallett, Professor of Sociology, Indiana University Bloomington
