Abstract
A recent wave of marketing publications is engaged in a discussion to advance understandings of markets. This interest has implications for market orientation, because markets are not conceptualized fully. The aim of this paper is to enrich market orientation introducing market practices. Exchange, normalizing, and representational practices are discussed, and, markets are seen as practical accomplishments. This paper presents new antecedents for market orientation in the form of market practices. Practices form collective understandings; which in turn, are mediators since firms self-select a constituency of interest for their own market. This is the first time that market practices are proposed to enhance market orientation.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 41th EMAC Conference : Marketing to citizens: Going beyond customers and consumers |
| Editors | Paulo Rita |
| Number of pages | 2 |
| Place of Publication | Lisbon, Portugal |
| Publisher | ISCTE Business School |
| Publication date | 28.05.2012 |
| Pages | 360-361 |
| ISBN (Print) | 978-989-732-004-0 |
| Publication status | Published - 28.05.2012 |
| MoE publication type | A4 Article in conference proceedings |
| Event | European Marketing Academy (EMAC) - Lisbon, Portugal Duration: 22.05.2012 → 25.05.2012 Conference number: 41st |
Keywords
- 512 Business and Management
- Marketing as practice
- MARKET ORIENTATION
- KOTA2012