The unclear understanding of markets creates a gap that deters the construction of a Theory
of Markets. The aim here is to disambiguate, for the marketing reader, the use of the market …

Almost 60 years ago, Wroe Alderson (1965: 23) suggested “a theory of marketing explains
how markets work.” To us, markets are indeed central to our discipline, and we believe …

This commentary provides a short reflection on what marketing should be rethinking. We
suggest that marketing should reconsider its relationship to markets, namely in the light of …

Recent debates in economic sociology have moved away from a critique to homo
economicus to a focus on how market exchange is formalized and abstracted from social …

This paper addresses the implications of an emerging, increasingly important way of
thinking about markets: systems thinking. A market is one of the most founational …

How do markets change? What becomes valuable and virtuous, what worthless and
immoral? Why do some consumer identities and experiences become more widespread …

'Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and …

This chapter contributes to the debate regarding a new dominant logic for marketing by (re)
considering the starting point of the disciplinary analysis. It reviews the key features of Vargo …

Advancement of the marketing discipline requires a marketing-based, general theory of
markets. However, most academic marketing is developed from normative theories of …

Concern with the role of markets in the lives of the poor has been growing consistently in
management and marketing academic communities over the past two decades. Since the …