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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 ‘market-things’

Reconnecting marketing to ‘market-things’

How grocery equipment drove modern consumption (Progressive Grocer, 1929–1959)

(p.29) 2 Reconnecting marketing to ‘market-things’
Reconnecting Marketing to Markets

Franck Cochoy

Oxford University Press

This chapter argues that market agencies include the distributive devices and the ‘distributed agency’ that make consumers move, goods flow, and supply side actors prosper. It proposes to study consumption without studying consumers directly, through the many ‘market-things’ that shape them. It is based on a systematic reading of the trade journal Progressive Grocer (1929–59), which helped American independent grocers modernize their businesses through a wide array of market equipment. It focuses on the spatial aspects of the transformations of the retail business through fencing and branding strategies affecting the circulation of people and things by means of turnstiles, shopping carts, metallic rails, and dividing bars on checkout counters with conveyor belts. These strategies contributed to reshape and re-place the shops themselves, with new signs (brands) at the heart of parking lots (fences). All in all, these transformations contributed to reshape not only retail outlets, but also consumer behaviour.

Keywords:   business history, grocery stores, market devices, marketing, performativity, retailing

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