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Reconnecting Marketing to Markets
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Reconnecting Marketing to Markets

Luis Araujo, John Finch, and Hans Kjellberg

Abstract

This book proposes a novel research agenda for marketing to reconnect with markets. The historical link between marketing and markets, prevalent until the 1960s, gave way to a view of marketing as addressing generic rather than economic exchange. By focusing on generic exchange, marketing portrays itself as portable set of tools applicable to markets and non-markets alike. This book challenges this view, proposing instead a close examination of what makes exchanges economic in nature, and how economic exchanges aggregate to produce markets. By re-establishing the connection between marketing a ... More

Keywords: markets, marketing, economic sociology, management, exchange, performativity, practices, materiality

Bibliographic Information

Print publication date: 2010 Print ISBN-13: 9780199578061
Published to Oxford Scholarship Online: January 2012 DOI:10.1093/acprof:oso/9780199578061.001.0001

Authors

Affiliations are at time of print publication.

Luis Araujo, editor
Lancaster University Management School

John Finch, editor
University of Strathclyde Business School

Hans Kjellberg, editor
Stockholm School of Economics

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Contents

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Reconnecting marketing to markets

Luis Araujo, John Finch, and Hans Kjellberg

1 Consumption, materiality, and markets

Elizabeth Shove and Luis Araujo

3 Exchanging agencies

Johan Hagberg

4 Product tastes, consumer tastes

Sophie Dubuisson-Quellier

5 Governing firms, shaping markets

Frank Azimont and Luis Araujo

6 Markets are trading zones

John Finch and Susi Geiger

9 Marketing on trial

Hans Kjellberg

10 Trading bads and goods

Daniel Neyland and Elena Simakova

Connecting to markets

Luis Araujo, John Finch, and Hans Kjellberg

End Matter