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Reconnecting Marketing to Markets
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Marketing is an activity and process in a market context. Thus most people will agree that marketing and markets are connected, both in theory and in practice. However, the title of this book, ‘Reconnecting Marketing to Markets’, suggests that not only has there been a disconnection in academic research sometime in the past but also that the editors and authors entertain ideas about a possible, timely, and worthwhile reconnection. The problem, it is argued, is that not enough attention is paid in academic research to how real markets are constructed, shaped, reshaped, stabilized, and changed over time. In the vocabulary used, markets are ‘performed’ in practice, and are not a priori defined as implied by marketing theories. Marketing has an important performative role in shaping markets. Efforts to understand this role will help to reconnect research on marketing to research on markets. How knowledge about marketing and markets developed in academia affects marketing prac- tices and shapes markets thus becomes a major research question.
Market governance for products and services has become increasingly important and changed in character over the last few years. There are many examples of this. Deregulation of public services and transformation of centrally planned economies to market economies are efforts to create mar- kets. Globalization of markets and ‘convergence’ of markets change market boundaries. ‘Market orientation’ refers to ideas of how a firm should relate more effectively to the market. ‘Outsourcing’ transfers some activities from the firm to suppliers. Much is thus at stake, both from a business and a societal perspective, to understand how markets are performed and the role of marketing in these performations. Academic research should help to provide such knowledge
Luis Araujo John Finch and Hans Kjellberg - Personal Name
1st Edtion
978–0–19–957806–1
NONE
Reconnecting Marketing to Markets
Management
English
Oxford University Press, Inc.
2010
USA
1-292
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