Reconnecting Marketing to Markets

by Luis Araujo, John Finch, Hans Kjellberg

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0199578060
• ISBN13: 9780199578061
• Release Date: January 2011
• Publisher: Oxford University Press, USA
• Length: 296 Pages
• Weight: 1.29 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"