After Abundance: Bringing Ends, Limits and Geopolitics Back Into Sociological Thinking About Marketing

The review assesses Kevin Mellet's approach to the sociology of marketing, praising his synthesis of existing scholarship and his focus on marketing as ‘market work’ that is embedded in technologies, practices, and professional knowledge. His book exemplifies historical depth and great attention to the forces of the digital transformation. At the same time, I critique his limited engagement with geopolitics, scarcity, and planetary constraints. I end with arguing for an expanding marketing sociology that addresses material limits, infrastructure, and global power dynamics that shape future marketing practices.