The discipline of marketing draws heavily on viewpoints, concepts and methodologies originating outside its own field of study. As a fairly mature discipline, it can contribute to the development of emerging areas of study as well as benefiting from the new perspectives such new areas bring to...

Summary The paper discusses the constitution of the consuming subject in lifestyle practices of belonging and difference, taste and choice in the material circumstances of everyday living. It considers how lived moments of mundane activity can be understood, not simply as sites of social...