Chapter

Connecting 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/9780199578061.003.0013
Connecting to markets

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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

Chapter.  5033 words. 

Subjects: Marketing

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