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Abstract

In this text, I argue that sociology can only really understand the social impact of marketing by theorizing it as a powerful system of practices legitimized by a comprehensive cultural concept. In the first section, I discuss the specific time and place of the birth of marketing. In the second part, I discuss the essence of that truly Copernican revolution (Keith 1960). In the third section, I present the ‘need-related’ industry that emerged in the frame of the founding idea. Finally, I discuss a basic marketing tool: segmentation. Selecting the target group for a branded offer is one of the key marketing commandments and reaching that group is the key marketing task. Hence, marketing engages in (re) creating and bringing to light target groups, which it then supports, talks with, and listens to. This means that marketing has taken the role of advocating and mediating groups’ existence (Latour 2005), engaging in this task over one trillion US dollars annually.
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Authors and Affiliations

Anna Giza
1
ORCID: ORCID

  1. Wydział Socjologii Uniwersytetu Warszawskiego
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Abstract

The aim of the article is to present the activities of foreign scientific centres of the Polish Academy of Sciences on the examples of three out of six operating centers: the center in Vienna, Paris and the Polish Science Contact Agency PolSCA PAN in Brussels. The authors of the article combine their own experiences of the former directors of the centers: in Vienna, Paris and Brussels to reflect critically on the place and role of these centers in the scientific-research area. They point to centers’ enormous and diverse potential for disseminating and promoting the achievements of scientists, not fully recognized and used by the scientific community. Taking into account the specifics of each institution, the authors describe the ways of optimal use of their cultural and social capital, and identify common structural problems they encountered during their tenure. The article consists of the following elements: an introduction, an extensive authorial analysis of each station's activities, prepared in the form of a case study and a summary with conclusions.

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Authors and Affiliations

Bogusław Dybaś
Maciej Forycki
Małgorzata Molęda-Zdziech

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