Reconnecting Marketing to Markets

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.

• Foreword ; Reconnecting Marketing to Markets: an Introduction ; Consumption, Materiality and Markets ; Reconnecting Marketing to "Market-things": How Grocery Equipment Drove Modern Consumption (Progressive Grocer, 1929-1959) ; Exchanging Agencies: the Case of NetOnNet ; Product Tastes, Consumer Tastes: the Plurality of Qualification in Product Development and Marketing Activities ; Governing Firms, Shaping Markets: the Role of Calculative Devices ; Markets are Trading Zones: on the Material, Cultural and Interpretative Dimensions of Market Encounters ; Tinkering with Market Actors: How a Business Association's Practices Contribute to Dual Agency ; The Unexpected Effects of Gas Market Liberalisation: inherited devices and new practices ; Marketing on Trial: the SAS EuroBonus case ; Trading Bads and Goods: Marketing Practices in Fair Trade Retailing ; Marketing as an Art and Science of Market Framing: Commentary ; Connecting to Markets: Conclusions

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.