Databases and Consumers

  • Nikhilesh Dholakia, Detlev Zwick
  • SAGE Publications
  • DOI: 10.4135/9781412994248.n157

The pixelated Consumer captured in the Marketer's gaze...

What is it about?

Data-driven marketing is ubiquitous and reshaping business practices. Databases have become repositories of complex consumer lives by turning behavior into constellation of dematerialized data points. Such pixelated customer databases reorganize the gaze of marketers and the way marketing practice configures and controls spaces of operation, production, and economic exchange.

Why is it important?

Detlev Zwick and Nikhilesh Dholakia have been examining the intersections of databases, markets and consumers for over a decade. This encyclopedia piece is a concise account of the social and cultural impacts of databases on consumptionscapes and marketscapes.

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The following have contributed to this page: Dr Nikhilesh Dholakia and Dr Detlev Zwick