Marketing as an art and science of market framing: Commentary
This commentary discusses what a research program on ‘reconnect marketing to markets’ entails. By viewing marketing as something taking place inside rather than outside markets, ‘reconnecting marketing to markets’ recognizes the work involved in constructing, maintaining, and transforming markets. These include not only the traditional economic agents, but also the collectives who, in a more or less coordinated and collaborative way and with diverse ambitions and objectives, contribute to this task. This encourages the study of mSTAs — market socio-technical agencements — much like the sociology of science and techniques has studied research collectives. In particular, it directs attention to the role of marketing in the innovation processes that are at the heart of market dynamics. By emphasizing the heterogeneous instantiations of ‘the market’ across different contexts, ‘reconnect marketing to markets’ refrains categorical praise or critique of markets, and instead promotes inquiry into how various marketing collectives format markets.
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