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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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Marketing as an art and science of market framing: Commentary

Marketing as an art and science of market framing: Commentary

(p.224) Marketing as an art and science of market framing: Commentary
Reconnecting Marketing to Markets

Michel Callon

Oxford University Press

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.

Keywords:   performativity, mSTAs, market dynamics, evolutionary economics, market framing

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