Reconnecting Marketing to Markets

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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.

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Editorial Reviews

From the Publisher
"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
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Product Details

  • ISBN-13: 9780199578061
  • Publisher: Oxford University Press, USA
  • Publication date: 1/25/2011
  • Pages: 320
  • Product dimensions: 6.10 (w) x 9.30 (h) x 0.80 (d)

Meet 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.

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Table of Contents

Preface, Lars-Gunnar Mattsson
Introduction, Luis Araujo, John Finch. and Hans Kjellberg
Consumption, Materiality and Markets, Elizabeth Shove and Luis Araujo
Reconnecting Marketing to "market-things": how grocery equipment drove modern consumption (Progressive Grocer, 1929-1959), Franck Cochoy
Exchanging Agencies: the Case of NetOnNet, Johan Hagberg
Product Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities, Sophie Dubuisson-Quellier
Governing Firms, Shaping markets: the role of calculative devices, Frank Azimont and Luis Araujo
Markets are Trading Zones: on the Material, Cultural and Interpretative Dimensions of Market Encounters, John Finc and Susi Geoger
Tinkering with Market Actors: How a Business Association's Practices Contribute to Dual Agency, Liv Fries
The Unexpected Effects of Gas Market Liberalisation: inherited devices and new practices, Thomas Reverdy
Marketing on Trial: the SAS EuroBonus case, Hans Kjellberg
Trading Bads and Goods: Market Practices in Fair Trade Retailing, Dan Neyland and Elena Simakova
Commentary, Michael Callon
Conclusion, Luis Araujo, John Finch and Hans Kjellberg

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