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.
|Title of host publication||Reconnecting Markets to Marketing|
|Editors||Luis Araujo, John Finch, Hans Kjellberg|
|Place of Publication||Oxford|
|Publisher||Oxford University Press|
|Number of pages||21|
|Publication status||Published - Dec 2010|
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