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Reconnecting Marketing to Markets - Oxford Scholarship Online
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Reconnecting Marketing to Markets

Luis Araujo, John Finch, and Hans Kjellberg


This book proposes a novel research agenda for marketing to reconnect with markets. The historical link between marketing and markets, prevalent until the 1960s, gave way to a view of marketing as addressing generic rather than economic exchange. By focusing on generic exchange, marketing portrays itself as portable set of tools applicable to markets and non-markets alike. This book challenges this view, proposing instead a close examination of what makes exchanges economic in nature, and how economic exchanges aggregate to produce markets. By re-establishing the connection between marketing a ... More

Keywords: markets, marketing, economic sociology, management, exchange, performativity, practices, materiality

Bibliographic Information

Print publication date: 2010 Print ISBN-13: 9780199578061
Published to Oxford Scholarship Online: January 2012 DOI:10.1093/acprof:oso/9780199578061.001.0001


Affiliations are at time of print publication.

Luis Araujo, editor
Lancaster University Management School

John Finch, editor
University of Strathclyde Business School

Hans Kjellberg, editor
Stockholm School of Economics

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Reconnecting marketing to markets

Luis Araujo, John Finch, and Hans Kjellberg

1 Consumption, materiality, and markets

Elizabeth Shove and Luis Araujo

3 Exchanging agencies

Johan Hagberg

4 Product tastes, consumer tastes

Sophie Dubuisson-Quellier

5 Governing firms, shaping markets

Frank Azimont and Luis Araujo

6 Markets are trading zones

John Finch and Susi Geiger

9 Marketing on trial

Hans Kjellberg

10 Trading bads and goods

Daniel Neyland and Elena Simakova

Connecting to markets

Luis Araujo, John Finch, and Hans Kjellberg

End Matter