THE ROLE OF MARKETING LABOUR IN VALUE CREATION: LEVERAGING CUSTOMER DATABASES AND CO-CREATIVE DIGITAL INTERACTIONS

Yıl 2026, Cilt: 16 Sayı: 2 , 699 - 712 , 01.04.2026

Yeşim Akmeraner-Kökat

https://doi.org/10.7456/tojdac.1857159

https://izlik.org/JA59TK85TG

Öz

This paper examines the role of marketing labour in value creation by drawing on analyses of the post-Fordisation of labour. It argues that value generated from customer databases depends not only on the analytical work of disassembling and reassembling consumers as data points, but also on the informatisation of creative production, which increasingly requires the convergence of analytical and creative labour. The paper further suggests that value co-creation relies on the virtuosic (performative) labour of marketing practitioners who collaboratively design the creative and technical arrangements that enable co-creative interactions on digital networks. Virtuosic labour refers to a form of labour whose outcome is not a tangible product but a performative and relational process inseparable from the worker’s own enactment. Conceptualising contemporary communication practices as forms of work, the paper theorises this process as an asymmetrical interdependence between the labour of consumers and that of marketing practitioners. It contends that this interdependence produces value along the increasingly blurred boundaries between production and consumption, thereby illuminating how post-Fordist labour shapes contemporary marketing practices. The paper contributes to the literature on value creation that examines the production of consumers as commodities through databases and the co-creation of value.

Anahtar Kelimeler

co-creation , database marketing , creative work , marketing labour , post-Fordism

DEĞER YARATIMINDA PAZARLAMA EMEĞİNİN ROLÜ: MÜŞTERİ VERİTABANLARI VE ORTAK YARATIMA DAYALI DİJİTAL ETKİLEŞİMLERİN KULLANIMI

https://izlik.org/JA59TK85TG

Öz

Bu makale, emeğin post-Fordist dönüşümüne ilişkin kuramsal tartışmalardan hareketle pazarlama emeğinin iki temel değer yaratma sürecindeki rolünü incelemektedir: müşteri veritabanlarından elde edilen değer ve değerin ortak yaratımı. Çalışma, müşteri veritabanlarından üretilen değerin, tüketicilerin veri noktaları olarak oluşturulmasına dayanan veri analitiği faaliyetlerinin yanı sıra, yaratıcı üretimin enformatikleşmesine de bağlı olduğunu ileri sürmektedir. Bu dönüşümün, yaratıcı ve analitik emeğin giderek yakınsamasını beraberinde getirdiğine işaret edilmektedir. Bunun yanında, değerin ortak yaratımının, dijital ağlarda gerçekleşen etkileşimleri mümkün kılan yaratıcı ve teknik düzenlemeleri kolektif biçimde tasarlayan pazarlama profesyonellerinin virtüöz emeğine dayandığı ortaya konmaktadır. Virtüöz emek, sonucu somut bir ürüne değil, üreticinin icrasından ayrışmayan performatif ve ilişkisel bir sürece dayanan emek biçimini ifade eder. Güncel iletişim biçimlerinin birer çalışma ilişkisi olarak ele alınmasıyla, söz konusu süreç tüketici emeği ile pazarlama emeği arasındaki asimetrik bir karşılıklı bağımlılık şeklinde kavramsallaştırılmakta ve bu ilişkinin, çağdaş pazarlama pratiklerini karakterize eden üretim ile tüketim arasındaki giderek bulanıklaşan sınırlar boyunca değer ürettiği ileri sürülmektedir. Çalışma, tüketicilerin veritabanları aracılığıyla birer meta olarak üretilmesini ve değerin ortak yaratımını inceleyen değer yaratımı literatürüne katkıda bulunmaktadır.

Anahtar Kelimeler

değerin ortak yaratımı , veritabanı pazarlaması , yaratıcı emek , pazarlama emeği , post-Fordizm.

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