Reconnecting Marketing to Markets

by Luis Araujo, John Finch, Hans Kjellberg

Overview

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 entities and phenomena that populate markets.

This interdisciplinary book brings together theoretical and empirical contributions from marketing and economic sociologists to analyse and develop novel approaches to interpreting the relationship between marketing theory, marketing practices, and markets across a variety of market settings and countries.

Product Details

ISBN-13:	9780199578061
Publisher:	Oxford University Press
Publication date:	01/25/2011
Pages:	296
Product dimensions:	6.10(w) x 9.30(h) x 0.80(d)

About the Author

Luis Araujo is Professor of Industrial Marketing at Lancaster University Management School. He is mainly interested in business markets, namely the vertical boundaries of the firm and product-service systems. His recent work has examined the role of marketing in market-making and a practice-based approach to markets.

John Finch is Professor of Marketing at Strathclyde University. He is researching the development and shaping of business markets, especially given incremental product and service development and the activities of users, sales and marketing personnel, and science and technology specialists.

Hans Kjellberg is Associate Professor of Marketing at Stockholm School of Economics. His research interests concern economic organizing in general and the shaping of markets in particular. He is currently engaged in projects on how marketing practices contribute to shape mundane markets and how investment bank practices shape the stock markets.

Table of Contents

Preface, Lars-Gunnar MattssonIntroduction, Luis Araujo, John Finch. and Hans KjellbergConsumption, Materiality and Markets, Elizabeth Shove and Luis AraujoReconnecting Marketing to "market-things": how grocery equipment drove modern consumption (Progressive Grocer, 1929-1959), Franck CochoyExchanging Agencies: the Case of NetOnNet, Johan HagbergProduct Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities, Sophie Dubuisson-QuellierGoverning Firms, Shaping markets: the role of calculative devices, Frank Azimont and Luis AraujoMarkets are Trading Zones: on the Material, Cultural and Interpretative Dimensions of Market Encounters, John Finc and Susi GeogerTinkering with Market Actors: How a Business Association's Practices Contribute to Dual Agency, Liv FriesThe Unexpected Effects of Gas Market Liberalisation: inherited devices and new practices, Thomas ReverdyMarketing on Trial: the SAS EuroBonus case, Hans KjellbergTrading Bads and Goods: Market Practices in Fair Trade Retailing, Dan Neyland and Elena SimakovaCommentary, Michael CallonConclusion, Luis Araujo, John Finch and Hans Kjellberg

Editorial Reviews

"This well-written, empirically grounded collection should be seen as the beginning of a conversation about the relationship between the market and marketing practice, and provides scholars in marketing and beyond with much intellectual food for thought....essential reading for postgraduate students of marketing."—THES

From the Publisher