Marketing machines at work : performing e-commerce by assembling, adjusting, and maintaining a complex market device
This paper aims to explore and conceptualise the marketing work of e-commerce managers. It draws on an ethnographically inspired study involving 21 e-commerce managers and approaches marketing work as a set of socio-material practices. The analysis shows that the marketing work of e-commerce managers centres on assembling, adjusting, and maintaining ‘marketing machines’ – complex market devices de
