Chapter

Reconnecting marketing to markets

Luis Araujo, John Finch and Hans Kjellberg

in Reconnecting Marketing to Markets

Published in print November 2010 | ISBN: 9780199578061
Published online January 2012 | e-ISBN: 9780191738043 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199578061.003.0001
Reconnecting marketing to markets

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This chapter argues that marketing produces markets. This deceptively simple statement needs some qualifiers though. First, there is no such thing as a stable set of practices that can be said to constitute marketing. Secondly, the processes of producing markets are complex and multifarious. Lastly, there is no single outcome of productive marketing work. We should thus speak of markets in the plural rather than of ‘the market’ or ‘the market mechanism’. The chapter goes on to examine the four assumptions that underpin this book: firstly, markets are practical outcomes; secondly, marketing knowledge is performative; thirdly, market exchanges require framing; and finally, market agents are hybrid collectives. Finally, it outlines the structure of the book, and summarizes the contributions of each chapter to the overall argument of the book.

Keywords: marketing; markets; exchange; performativity; market agencies

Chapter.  5348 words. 

Subjects: Marketing

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