Reconnecting Marketing to Markets (English, Luis Araujo | John Finch | Hans Kjellberg)
by Luis Araujo | John Finch | Hans Kjellberg
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About the Book
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…
ISBN: 9780199578061
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