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Reconnecting marketing to markets

Author: Luis Araujo; John Finch; Hans Kjellberg
Publisher: Oxford : Oxford University Press, 2010
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a very significant role in the production of markets and the kinds of  Read more...
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Document Type: Book
All Authors / Contributors: Luis Araujo; John Finch; Hans Kjellberg
ISBN: 9780199578061 0199578060 9780199578078 0199578079
OCLC Number: 768953733
Description: xv, 275 s
Contents: Preface; Introduction; Consumption, Materiality and Markets; Reconnecting Marketing to <"market-things>": how grocery equipment drove modern consumption (Progressive Grocer, 1929-1959); Exchanging Agencies: the Case of NetOnNet; Product Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities; Governing Firms, Shaping markets: the role of calculative devices; Markets are Trading Zones: on the Material, Cultural and Interpretative Dimensions of Market Encounters; Tinkering with Market Actors: How a Business Association>'s Practices Contribute to Dual Agency; The Unexpected Effects of Gas Market Liberalisation: inherited devices and new practices; Marketing on Trial: the SAS EuroBonus case; Trading Bads and Goods: Market Practices in Fair Trade Retailing; Commentary; Commentary; Conclusion
Responsibility: edited by Luis Araujo, John Finch and Hans Kjellberg

Abstract:

This interdisciplinary book brings together theoretical and empirical contributions from marketing and economic sociologists to analyse and develop novel approaches to interpreting the relationship  Read more...

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Reconnecting Marketing to Markets represents a critically important, major, and long-overdue beginning at addressing the ironic problem of a lack of understanding of markets and their relationship Read more...

 
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