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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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Trading bads and goods

Trading bads and goods

Market practices in Fair Trade retailing

(p.204) 10 Trading bads and goods
Reconnecting Marketing to Markets

Dan Neyland

Elena Simakova

Oxford University Press

This chapter engages with the performativity of economics in the context of marketing practices. It explores the currency of notions such as market and trade in the construction of Fair Trade clothing. It identifies and analyses three distinct forms of Fair Trade market making. In order to do so, it first offers an introduction to Fair Trade. Second, it explores in more depth, using empirical material, three versions of Fair Trade market making. Third, it engages with two complexities — of changing perceptions of markets and the relations of worlds and goods — in order to provide a distinct take on market practices. Finally the chapter concludes with an assessment of the analytical opportunities offered by ‘hybrid forums’ for understanding the performativity of markets.

Keywords:   Fair Trade, market practices, performativity, hybrid forums, clothing

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