Reconnecting Marketing to Markets [Hardcover]

The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a very significant role in the production of markets and the kinds of entities and phenomena that populate markets.

This interdisciplinary book brings together theoretical and empirical contributions from marketing and economic sociologists to analyse and develop novel approaches to interpreting the relationship between marketing theory, marketing practices, and markets across a variety of market settings and countries.

Preface,Lars-Gunnar Mattsson
Introduction,Luis Araujo, John Finch. and Hans Kjellberg
Consumption, Materiality and Markets,Elizabeth Shove and Luis Araujo
Reconnecting Marketing to market-things : how grocery equipment drove modern consumption (Progressive Grocer, 1929-1959),Franck Cochoy
Exchanging Agencies: the Case of NetOnNet,Johan Hagberg
Product Tastes, Consumer Tastes. The plurality of qualification in product development and marketing activities,Sophie Dubuisson-Quellier
Governing Firms, Shaping markets: the role of calculative devices,Frank Azimont and Luis Araujo
Markets are Trading Zones: on the Material, Cultural and Interpretative Dimensions of Market Encounters,John Finc and Susi Geoger
Tinkering with Market Actors: How a Business Association's Practices Contribute to Dual Agency,Liv Fries
The Unexpected Effects of Gas Market Liberalisation: inherited devices and new practices,Thomas Reverdy
Marketing on Trial: the SAS EuroBonus case,Hans Kjellberg
Trading Bads and Goods: Market Practices in Fair Trade Retailing,Dan Neyland and Elena Simakova
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