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Reconnecting Marketing to Markets de Luis Araujo

Reconnecting Marketing to Markets

Editat de Luis Araujo, John Finch, Hans Kjellberg
en Limba Engleză Paperback – 9 dec 2010
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.
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Specificații

ISBN-13: 9780199578078
ISBN-10: 0199578079
Pagini: 296
Dimensiuni: 161 x 234 x 16 mm
Greutate: 0.5 kg
Editura: Oxford University Press
Colecția OUP Oxford
Locul publicării:Oxford, United Kingdom

Recenzii

This well-written, empirically grounded collection should be seen as the beginning of a conversation about the relationship between the market and marketing practice, and provides scholars in marketing and beyond with much intellectual food for thought ... Clear, well-written and engaging ... essential reading for postgraduate students of marketing.
The disjunction between the study of markets and marketing is as disturbing as it is surprising. We face a challenging situation to which this outstanding collect of contributions provide useful and scholarly guidance. Let us hope that not only many marketing scholars but also economists and sociologists first read this volume and then are stimulated enough by it to start a major development in marketing academe to, as the editors note, 'get marketing back into markets'.
What happens when Science and Technology Studies examines the worlds of marketing? You get exciting studies in cases ranging from grocery stores and gas stations to Fair Trade and frequent flyer programs. This is a wonderful contribution to the new economic sociology of material practices.
The volume Reconnecting Marketing to Markets makes timely and valuable contributions to a topic growing in importance in the world today-markets. It should be required reading for marketing scholars and practitioners, public policy regulators and activists, as well as economists and economic sociologists concerned with how markets operate. By examining markets as hybrid socio-economic configurations and detailing the performative knowledge that frames practical outcomes, the essays in this book offer practical and theoretical insights into how agents advance their interests in producing value, achieving scale, and destabilizing and stabilizing markets.
Reconnecting Marketing to Markets represents a critically important, major, and long-overdue beginning at addressing the ironic problem of a lack of understanding of markets and their relationship to marketing practices within academic marketing. It is a must read for all serious market scholars and practitioners.

Notă biografică

Luis Araujo is Professor of Industrial Marketing at Lancaster University Management School. He is mainly interested in business markets, namely the vertical boundaries of the firm and product-service systems. His recent work has examined the role of marketing in market-making and a practice-based approach to markets.John Finch is Professor of Marketing at Strathclyde University. He is researching the development and shaping of business markets, especially given incremental product and service development and the activities of users, sales and marketing personnel, and science and technology specialists.Hans Kjellberg is Associate Professor of Marketing at Stockholm School of Economics. His research interests concern economic organizing in general and the shaping of markets in particular. He is currently engaged in projects on how marketing practices contribute to shape mundane markets and how investment bank practices shape the stock markets.