PRÁTICA DE MARKETING. As questões colocadas por Luis Araújo (Lancaster University Management School), Hans Kjellberg (Stockholm School of Economics) e Robert Spencer (Euromed, Marseille), editores convidados para um número especial da revista Marketing Theory dedicado ao tema "Marketing practices and the shaping of markets":
- How do marketing practices contribute to the formation and operation of markets – e.g. how do marketing practices represent and configure “customers”?
- What forms do markets take and how do different forms affect and become affected by marketing practices – for example, how are differences between market forms (e.g. consumer vs. organisational) sustained by different marketing practices?
- How do different types of market actors (e.g. buyers, sellers, marketing institutions, trade associations, regulators) shape, and in turn become shaped by, particular market forms and marketing practices?
- How are marketing professions defined, what underpins their specialisms and what is their relationship with particular market forms and marketing institutions?
