Review of the textbook “Sociology of marketing: text-book and workshop” (edited by S.A. Barkov, V.I. Zubkov, A.V. Markeeva)

Abstract

The paper harmoniously considers the theoretical and methodological problems of the sociology of marketing and applied aspects of the implementation of marketing strategies at various stages of the development of society and specific organizations. In accordance with scientific principles and in a logical sequence, the structure of the textbook has been formed, which allows you to deeply master the material presented from different positions and levels of knowledge of the issues under consideration. The sociology of marketing is considered comprehensively based on the author’s approaches and methods, which allows us to re-evaluate the importance of studying this issue in the context of the digitalization of society and the introduction of artificial intelligence in all areas of human activity. The textbook provides a deep enough sociological understanding of the marketing mix. The textbook acquires particular relevance in post-pandemic conditions, when the issues of supply and demand, technologies for meeting the needs of both individual categories of people and society as a whole have significantly transformed. The structure of the textbook is coherent, logical in nature, allowing you to consistently study the subject area with a gradual deepening of knowledge and consolidation of the skills of a sociological understanding of the basics of marketing. The paper presents a completely correct scientifi c reference apparatus. The textbook makes a worthy contribution to the sociology of management and economic sociology.