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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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Connecting to markets

Connecting to markets

Conclusion

Chapter:
(p.234) Connecting to markets
Source:
Reconnecting Marketing to Markets
Author(s):

Luis Araujo

John Finch

Hans Kjellberg

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199578061.003.0013

This concluding chapter proposes four themes, drawn from the book's chapters, and suggests some future directions for marketing in connecting with markets. The four themes are: firstly, ormatting large numbers of exchanges, drawing attention to market participants' activities as performed elsewhere in preparation for and anticipation of scaling-up a market's capacity; secondly, formatting market agencies, as market participants become equipped with devices, models, stories and other guides; thirdly, shaping market values, by the continuing practices of valuing entities and realizing value through combinations of exchange and use especially where values and orders of values are mixed up in markets, as with Fair Trade; and lastly, destabilizing markets, contrasting an understanding that markets stabilize exchanges with one in which markets produce and tolerate instability. As future connections, this book hopes to encourage scholars to participate in making and shaping markets, as collective, distributed and ever-changing accomplishments.

Keywords:   formatting, agencies, values, destabilizing, markets

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