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Further evolving the new dominant logic of marketing: from services to the social construction of marketsUniversity of Colorado, USA and University of Utah, USA
University of California, USA This work calls for a paradigmatic shift from marketing techniques and concepts to markets as a social construction. Our argument is composed of six facets: (1) revisioning the creation of value in markets to include meanings; (2) reconsidering the efficacy and limits of working from the perspective of the marketer; (3) incorporating more conscientiously consumer subjectivity and agency; (4) reformulating the nature of relationships between consumers and marketers from individuals to social beings inhabiting communities; (5) addressing more explicitly cultural differences in the form of subcultures within nations and international differences between nations in level of development; and finally, (6) exhorting the importance of marketer reflexivity. In charting these key transitions and tracing them to particular academic communities over time, we work towards a more radically transformative marketing practice that is socio-historically situated, culturally sensitive, and organic, in accounting for and adapting to contemporary global, technological, and socio-cultural developments.
Key Words: culture • critical • interpretive • macro-marketing • markets
Marketing Theory, Vol. 6, No. 3,
299-316 (2006) This article has been cited by other articles:
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