Dr. Detlev Zwick

Biography

Detlev Zwick is the Dean and Tanna H. Schulich Chair in Digital Marketing Strategy at the Schulich School of Business, York University. He specializes in marketing, with a focus on consumer behavior, database marketing, and sustainability. His research emphasizes cultural and social theories of consumption and the politics of marketing management practice. Zwick works within qualitative social sciences, studying marketing and consumption practices through the perspective of the actors involved. He has edited an influential collection titled 'Marketing: Practices, Ideologies, Devices,' published by Oxford University Press in 2012, which explores the cultural dimensions of marketing practice and ideologies in both global and local contexts. Zwick has received various grants to further his research, including significant awards for developing cross-cultural competencies in business students and for innovative teaching practices in the iBBA program. He has also been involved in critical investigations into marketing practices and ideologies worldwide, securing funding from prestigious bodies such as the Social Sciences and Humanities Research Council.

Research Interests