Reconnecting Marketing to Markets

Business & Finance, Marketing & Sales, International, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Reconnecting Marketing to Markets by , OUP Oxford
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Author: ISBN: 9780191501449
Publisher: OUP Oxford Publication: December 9, 2010
Imprint: OUP Oxford Language: English
Author:
ISBN: 9780191501449
Publisher: OUP Oxford
Publication: December 9, 2010
Imprint: OUP Oxford
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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