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Reconnecting Marketing to Markets$
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Luis Araujo, John Finch, and Hans Kjellberg

Print publication date: 2010

Print ISBN-13: 9780199578061

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199578061.001.0001

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Reconnecting marketing to markets

Reconnecting marketing to markets

An introduction

(p.xvi) (p.1) Reconnecting marketing to markets
Reconnecting Marketing to Markets

Luis Araujo

John Finch

Hans Kjellberg

Oxford University Press

This chapter argues that marketing produces markets. This deceptively simple statement needs some qualifiers though. First, there is no such thing as a stable set of practices that can be said to constitute marketing. Secondly, the processes of producing markets are complex and multifarious. Lastly, there is no single outcome of productive marketing work. We should thus speak of markets in the plural rather than of ‘the market’ or ‘the market mechanism’. The chapter goes on to examine the four assumptions that underpin this book: firstly, markets are practical outcomes; secondly, marketing knowledge is performative; thirdly, market exchanges require framing; and finally, market agents are hybrid collectives. Finally, it outlines the structure of the book, and summarizes the contributions of each chapter to the overall argument of the book.

Keywords:   marketing, markets, exchange, performativity, market agencies

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