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Detlev Zwick

Detlev Zwick

Adjunct Faculty

LinkedIn Profile


  • PhD in Marketing, University of Rhode Island, USA (2001)
  • MS in Sport Management, University of Memphis, USA (1997)
  • MA in Sport & Business, University of Cologne/Université de Montpellier (1995)
  • MBA: Leadership Skills, Digital Marketing Strategy, Global Immersion 3
  • MGB: Global Immersion 3, Interactive Marketing
  • MBA: Leadership Skills, Digital Marketing Strategy, Global Immersion 3
  • MGB: Global Immersion 3, Interactive Marketing

Academic experience

  • Adjunct Faculty, SP Jain School of Global Management - Dubai, Singapore, Sydney (Current) 
  • Associate Professor of Marketing, Schulich School of Business, Toronto, Canada (2002-2007)
  • Visiting Professor, American University, Washington, DC, USA (2001-2002)

Consulting Experience

  • Vattenfall
  • Toronto FC
  • BMW, UK
  • Social media and digital marketing startups
  • Zwick, D. (2018). No longer violent enough?: Creative destruction, innovation and the ossification of neoliberal capitalism Journal of Marketing Management.
  • Charitis, V., Zwick, D., & Bradshaw, A. (2018). Creating Worlds that Create Audiences: Theorising Personal Data Markets in the Age of Communicative Capitalism. TripleC, 16(2), 820-834.
  • Carrington, M., Zwick, D., and Neville, B. (2018) Activism and Abdication on the Inside: The Effect of Everyday Practice on Corporate Responsibility. Journal of Business Ethics. doi: 10.1007/s10551-018-3814-5
  • Zwick, D. and A. Bradshaw (2016). "Biopolitical Marketing and Social Media Brand Communities." Theory, Culture & Society 33(5): 91-115.
  • Carrington, M., Zwick, D. & Neville, B. (2016) ‘The ideology of the ethical consumption gap’. Marketing Theory, 16(1), 21-38.
  • Bradshaw, A., & Zwick, D. (2016). The Field of Business Sustainability and the Death Drive: A Radical Intervention. Journal of Business Ethics, 136(2), 267-279.
  • Zwick, Detlev. 2015. "Defending the Right Lines of Division: Ritzer's Prosumer Capitalism in the Age of Commercial Customer Surveillance and Big Data." The Sociological Quarterly 56(3):484-98.
  • Shultz II, C. J., Peterson, M., Zwick, D., Atik, D. (2014) ‘My Iranian Road Trip – Comments and Reflections on Video graphic Interpretations of Iran’s Political Economy and Marketing System’, Journal of Macro marketing, 34 (1), 87-94.
  • Zwick, D (2013). ‘Utopias of the Ethical Economy’, Ephemera: theory & politics in organization, 13(2), 393-405.
  • Zwick, D. and Denegri-Knott, J. (2012). 'Tracking Prosumption Work on eBay: Reproduction of Desire and the Challenge of Slow Re-McDonaldization', American Behavioral Scientist, 56(4), 439-458.
  • Pridmore, J., &Zwick, D. (2011). 'Marketing and the Rise of Commercial Consumer Surveillance', Surveillance & Society, 8(3), 269-277.
  • Cova, B., Dalli, D. &Zwick, D. (2011). 'Critical perspectives on consumers’ role as ‘producers’: Broadening the debate on value co-creation in marketing processes', Marketing Theory, 11(3), 231-241.
  • Book: Detlev Zwick & Julien Cayla: “Inside Marketing: Practices, Ideologies, Devices” Oxford University Press (2010)
  • Article: D Zwick & J Denegri-Knott: “Manufacturing Customers: The Database as New Means of Production” Journal of Consumer Culture Vol 9(2) pp 221-247 (2009)
  • Article: D Zwick & N Dholakia: “Infotransformation of Markets: Introduction to the Special Issue on Marketing and Information Technology” Journal of Macromarketing Vol28(4) pp 318-325 (2008)
  • Article: D Zwick, S K Bonsu & A Darmody: “Putting Consumers to Work: ‘Co-Creation’ and New Marketing Govern-mentality” Journal of Consumer Culture Vol 8(2) pp 163-196 (2008)
  • Article: D Zwick, J Denegri-Knott, & J E Schroeder: “Stock Trading as Political Activism? The Social Pedagogy of Wall Street” Journal of Consumer Policy Vol 30 (3) pp177-199 (2007)
  • Article: S K Bonsu & D Zwick: “Exploring Consumer Ethics in Ghana, West Africa” International Journal of Consumer Studies, 31(6) pp 648-655) (2007) 
  • Article: J Denegri-Knott, D Zwick & J E Schroeder: “Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research” European Journal of Marketing, 40 (9-10) pp 950-971 (2006)
  • Article: D Zwick & C Chelariu: “Mobilizing the Hijab: Islamic Identity Negotiation in the Context of a Matchmaking Website” Journal of Consumer Behavior 5(4) pp 380-395 (2006)
  • Article: D Zwick & N Dholakia: “The Epistemic Consumption Object and Postsocial Consumption: Expanding Consumer-Object Theory in Consumer Research” Culture, Markets, and Consumption 9 (1) pp 17-43 (2006)
  • Article: D Zwick & N Dholakia: “Bringing the Market to Life: Screen Aesthetics and the Epistemic Consumption Object” Marketing Theory 6 (1) pp 41-62 (2006)
  • Article: “Where the Action is: Internet Stock Trading as Edgework” Journal of Computer-Mediated Communication 11(1) (2005)
  • Article: D Zwick & N Dholakia: “Whose Identity is it Anyway? Consumer Representation in the Age of Database Marketing” Journal of Macromarketing 24(1) pp 31-43 (2004)
  • Article: D Zwick & N Dholakia: “Consumer Subjectivity in the Age of Internet: The Radical Concept of Marketing Control Through Customer Relationship Management” Information and Organization, 14, p pp 211-236 (2004)
  • Article: D Zwick & N Dholakia: “Cultural Contradictions of the Anytime, Anywhere Economy: Reframing Communication Technology” Telematics and Informatics, 21 (2) pp 123-141 (2004)
  • Article: J Schroeder & D Zwick: “Mirrors of Masculinity: Representation and Identity in Advertising Images” Consumption, Markets, and Culture, 7(1) pp 21-51(2004)
  • Article: D Zwick & N Dholakia: “Contrasting European and American Approaches to Privacy in Electronic Markets: Property Right versus Civil Right” Electronic Markets, 11, (4) pp 116-120 (2001)
  • Article: D Zwick & N Dholakia: “Privacy and Consumer Agency in the Information Age: Between Prying Profilers and Preening Webcams” Journal of Research for Consumers (2001)
  • Article: R L Irwin, D Zwick & W Sutton: “Measurement of Excellence of American Professional Sport Franchises” European Journal of Marketing, 33 (4) pp 314-327 (1999) 

Conference Papers Presented

  • Zwick, D. and Darmody, A. (2018). Towards a Theory of Digital Marketing: Big Data, Surveillance and the Utopia of a Post-Marketing World.Invited talk at the New Lines of Insight: Big Data and the Analytically Driven Organization - Big Data Surveillance Workshop, Stirling Highland Hotel, 4-5 June 2018, Stirling, Scotland.
  • Darmody, A and Zwick, D. (2017) Affect, Fantasy and ‘Social’ Services: Towards a critical theory of the service encounter. Presented at the Annual CCT conference, Anaheim, California, July 9-12.
  • Zwick, D. (2017). “Digital Marketing, Biopolitical Marketing and the Utopia of a Post- Marketing World.” Capitalism, Marketing and Critique Conference London, May 24-25, 2017.
  • Zwick, D. (2017) Invited Talk. Digital Consumption Research Network. “Digital Marketing as Biopolitics”. University of Gothenburg, May 17-19.
  • Vassilis Charitsis, Alan Bradshaw and Zwick, D. (2017). “Selling Your (Digital) Self Or Going Into The Supermarket And Buying What You Need With Your Good Data”. 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, April 27-28, 2017.
  • Zwick, D. and Bradshaw, A. (2016) Big Data and Biopolitical Marketing: Contradictions of Surveillance Capitalism. Presented at the Annual Meeting of the Macromarketing Society, Dublin, 12-15 July, 2016.
  • Zwick, D. & Kosuke, M. “Why are they paying for emoticons?” Presented at the Annual Meeting of the Macromarketing Society, 2015.
  • Zwick, D. & Selimovic, A. “Neoliberal Marketing is Ludo-marketing: Gamification as biopolitical extraction.” Presented at the Annual Meeting of the Macromarketing Society, Royal Holloway, July 3-7, 2014.
  • Keynote speaker at The Costs of Culture workshop. Organised by the Centre for Culture,Organisation and Values and sponsored by the Society for the Advancement of Management Studies (SAMS). University of Leicester, School of Management, 14 - 15 May 2014.
  • Y Ozalp & D Zwick: “Market and Public Sphere” Association of Consumer Research 25th North American Conference, Memphis, TN (October 2007)
  • N Dholakia, H Leonard & D Zwick: “Constructing and Concealing Locality” First Annual Consumer Culture Theory Conference, University of Notre Dame (August 2006)
  • D Zwick & J Nyman: "Consumer Representation in the Age of Database Marketing" Association for Consumer Research North American ConferenceSan Antonio, TX, USA (September-October 2005)
  • D Zwick & N Dholakia: “Online Investing: Derealization and the Experience of Risk” Association for Consumer Research North American ConferenceToronto, Canada(Octo ber 2003)
  • D Zwick & N Dholakia: “Mobile Technologies and Boundaryless Spaces: Slavish Lifestyles, Seductive Meanderings, or Creative Empowerment?” Home-Oriented Informatics and Telematics (HOIT), Irvine, CA (April 2003)
  • D Zwick & N Dholakia: “The Need for Experience and Emotions: Investment Communities in the Age of Abstract Capitalism” Digital Communities 2003 - Organizing in a Networked World, Stockholm, Sweden (June 2003)

Chapters in Books

  • Zwick, D. and Dholakia, N. (forthcoming). Digital Marketing: From Customer Profiling to Computational Marketing Analytics. In L. Peñaloza, N. Toulouse & L. M. Visconti (eds.), Marketing Management: A Cultural Perspective, Routledge.
  • Zwick, D. and Bradshaw, A. (2018). Biopolitical Marketing and the Commodification of Social Contexts. In M.Tadajewski (ed.) Companion to Critical Marketing, Routledge.
  • Zwick, D., & Denegri Knott, J. (2018). Biopolitical Marketing and Technologies of Enclosure. In O. Kravets, P. Maclaran, S. Miles & A. Venkatesh (Eds.), The Sage handbook of consumer culture (1st edition. ed., pp. 333-348).
  • Zwick, D. and Bradshaw, A. (2014). ‘Capital’s new Commons: Customer Communities, Marketing and the Work of the Audience in Communicative Capitalism’, in McGuigan, L. and Manzerolle, V. (eds.), The Audience Commodity in a Digital Age. New York: Peter Lang.
  • Pridmore, J. and Zwick, D. (2012). ‘The Rise of the Customer Database: From Commercial Surveillance to Customer Production’, in Belk, R. and Llamas, R. (eds.), The Routledge Companion to Digital Consumption. London: Routledge
  • Zwick, D. and Schroeder, J. (2012). ‘Stock Trading in the Digital Age: Speed, Agency and the Entrepreneurial Consumer’, in Belk, R. and Llamas, R. (eds.), The Routledge Companion to Digital Consumption. London: Routledge
  • Zwick, D. (2012). ‘Online Investing as Digital Virtual Consumption: Individualism, the Screen and the Production of the Neoliberal Self’, in Denegri-Knott, J. and Molesworth, M. (eds.), Digital Virtual Consumption. London: Routledge.
  • Zwick, D. and Dholakia, N. (2011). ‘Strategic Database Marketing: Customer Profiling as New Product Development’, in Penaloza, L. Toulouse, N., and Visconti, L. (eds.) Cultural Marketing Management: A Cultural Perspective. London: Routledge.
  • Dholakia, N., Zwick, D. and Denegri-Knott, J. (2009). ‘Technology, Consumers, and Marketing Theory’, in Maclaran, P., Saren, M., Stern, B., and Tadajewski, M. (eds.), The SAGE Handbook of Marketing Theory (pp. 494-512). London: Sage.
  • D Zwick, J Schroeder & J Denegri-Knott: “Unintended Politics of Investing: The Social Pedagogy of Wall Street” Voters or Consumers: Imagining the contemporary electorateCambridge Scholars Publishing, Newcastle, UK pp 12-34 (2008)
  • N Dholakia, D Zwick & A Pandya: “Dataveillance and Panoptic Marketspaces” In Laura C Rivero, Jorge H Doorn, & Viviana E Ferraggine (Eds), Encyclopedia of Database Technologies and Applications, Idea Book Publishing, Hershey, PA (2005)
  • Zwick, D and Dieterle, O (2005) “The E-Business of Global Sport Sponsorship” In John Amis & T Bettina Cornwell (Eds), Global Sport Sponsorship: A Multidisciplinary Approach Oxford: Berg (2005)
  • D L Andrews, R Pitter & D Zwick: “Soccer, Race and Suburban Space” in Sporting Dystopias: The Making and Meaning of Urban Sport Cultures, State University of New York Press, Albany, NY pp 197-220 (2003)
  • N Dholakia & D Zwick: “Privacy Concerns in Electronic Markets: A Framework” Global E-Commerce and Online Marketing: Watching the Evolution, Quorum Books, Greenwich, CT pp 223-229 (2002)

Editorial and Reviewer Activities

  • Editorial Board: Culture, Markets, and Consumption
  • Editorial Board: Journal of Macromarketing
  • Ad Hoc Reviewer for the Journal of Consumer Culture
  • Ad Hoc Reviewer for the Journal of Consumer Research
  • Ad Hoc Reviewer for Anthropological Quarterly
  • Ad Hoc Reviewer for the Journal of International Business Studies
  • Ad Hoc Reviewer for Marketing Theory


  • Board Member of the International Society for Marketing and Development (ISMD) 

Awards & Recognition

  • SSHRC Workshop Grant (2009) 
  • SSHRC Small Grant: Project Title “Database Marketing: Making up customers” (2004) 
  • Junior Faculty Fund (2004)
  • Winner of the Marketing Science Institute Alden G Clayton Award for Doctoral Dissertation Proposals (2000) 
  • University of Rhode Island Dissertation Fellowship Award for Most Outstanding Proposal (2001)
  • University of Aalborg, Denmark, Researcher in Residence with the Computer Science Department (2000)
  • AMA-Sheth Foundation Doctoral Consortium Fellow for the University of Rhode Island (2000)

Media Appearances & Coverage

  • Detlev Zwick comments on how social media helps find talent for companies, Global News (October 2016)
  • Detlev Zwick discusses launch of latest Blackberry phone, The Canadian Press (July 2016)
  • Detlev Zwick comments on Walmart implementing shipping fees for orders under $50, The Star (March 2015)
  • “New Consumer” The Financial Post, Smart Shift (September 2010)
  • “New Business Models in the Age of Social Networks, Crowdsourcing” Financial Post Executive (September 2009) 
  • “Social Media Driving New Business Thinking” Financial Post (September 2009)
  • “Nirvana is the Exception - Viral Campaign” Financial Post (July 2009)
  • “Future of the NHL could rest in Europe” Toronto Star (January 2009)
  • “Gadgets, Gizmos and Gimmicks - The Strange Appeal of 'As Seen on TV' Gifts” The Canadian Press (December 2008)
  • “Green is the New Gold” Backbone Magazine (May 2008)
  • “Custom Jersey Designer wants to Turn Pro” The Globe and Mail 
  • “Streaming Cash by Streaming Video - Brave New Digital World to Better Market” The Toronto Star (April 2008) 
  • “Gaming Arcades Battle for Market Share - Competition in entertainment industry 'brutal'”Business Edge (May 2006)”