Reconnecting marketing to markets
著者
書誌事項
Reconnecting marketing to markets
Oxford University Press, 2010
- : pbk
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注記
Bibliography: p. [246]-265
内容説明・目次
内容説明
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 sociology 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.
目次
- 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
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