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