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A panel on "Marketing as Mystification" convened at the 2011 Academy of Marketing conference in Liverpool. Ideas from the Liverpool event were supplemented by commentaries from selected other authors. Each commentary explores the aspects of "mystification" observable in marketing discourses and practices. In what follows, Laufer interprets marketing mystification as modern form of sophism, Dholakia and Firat discuss mystifying ways that inequality is marketed, Varman analyzes the perversion and mystification of "development" via neoliberal marketing of "social entrepreneurship," Mikkonen explores mystifying marketing representations of gays and lesbians, and Freund and Jacobi present a fascinating interpretation of how Coca-Cola advertising mystically reassures us that our difficult, dangerous lifeworld is actually quite hunky-dory.

AbstractThis paper seeks to broaden the scope of macromarketing beyond the study of how market systems function to how they are formed and transformed. The paper argues that the regional integration efforts under way in North America can be viewed in the framework of a restructuring of market systems of the North American continent. Such restructuring has profound consequences, not just for market processes, but for the various actors and institutions whose interests are intertwined with North American markets. The paper examines the efforts to form a North American Free Trade Area in terms of economic theory, political rhetoric, and business practice. The paper discusses how market restructuring, an economic phenomenon, interacts with the promotion and protection of major political interests across the continent. It is shown that to understand market processes and market system changes, it is essential to take into account the interplay of political interests. In fact, the public discourse and rhetoric employed to promote political interests can be viewed as strategies within the political marketplace.RésuméL'article cherche äëlargir la portëe du macro‐marketing en ëtudiant, au‐delä de leur simple fonction, l'origine et la transformation des systëmes de marchës. Ilsoutient que les efforts actuels d'intëgration rëgionale en Amërique du Nord peuvent ëtre analysës dans le cadre d'une restructuration des systëmes de marchës sur le continent. Cette restructuration a une influence considërable non seulement sur les processus de marchës mais aussi sur les divers intervenants et institutions dont les intërëts sont intimement liës aux marchës nord‐amëricains. L'article examine les efforts consacrës ä l'ëtablissement d'une zone de libreëchange nord‐amëricaine sous l'optique de la thëorie ëconomique, de la rhëtorique politique et de la pratique commerciale. Il explique comment la restructuration des marchës, phënomëne ëconomique, influe sur la promotion et la protection des principaux intërëts politiques qui coexistent sur le continent. Il dëmontre de plus que pour comprendre les processus de marchës et les modifications des systëmes de marchës, il est primordial de tenir compte de l'enjeu de intërëts politiques. En rëalitë, la rhëtorique et le discours public utilisës pour promouvoir les intërëts politiques peuvent ëtre vus comme des stratëgies purement politiques.

Action research has a very limited track record in marketing. We take an applied and practical approach and begin with a review of action research as a method, then turn to a more focused review of action research in marketing contexts, discussing the plausible constraints and advantages. Based on these reviews, we offer a conceptual framework and several application areas for marketing action research. We summarize case study examples from three market locations that have used action research as a method of inquiry to illustrate and encourage researchers and practitioners to further integrate action research in their research endeavors. We conclude with discussions on future research directions.

Buffeted by the twin forces of postmodern cultural shifts and momentous technological developments, the conceptual structure of marketing that had crystallized during the 1960s and 1970s is being strained. This article analyses the impact of postmodernism and of new information technologies on the conceptual foundations of marketing. Six main areas of challenge are identified. Cases that illustrate the technology-driven cultural shifts, affecting the very foundation of marketing, are presented.

This article argues that the new 'visuality' (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen 'opens up' the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is a function of the reflexive looping of the investor, who aspires to discern what the market is lacking, through the market-on-screen that continuously signals to the investor what it still lacks. Implications for existing theories on relationships and involvement are discussed.

Mit dem Boom im Bereich des E-commerce entwickeln Praktiker(innen) und Forscher(innen) zunehmend strategische Einsichten, indem sie das Internet als wirkungsvolles neues Hilfsmittel benutzen und bereits bewährte qualitative Verfahren anwenden (TISCHLER 2004). Allerdings hat das Potenzial des Internets als reichhaltige Datenquelle und als attraktives Feld für qualitative Forschungsarbeiten in E-commerce Umgebungen – in anderen Worten der Cyberspace als "Feld" im ethnographischen Sinn – noch keine angemessene Aufmerksamkeit erfahren. In diesem Artikel werden die Aussichten qualitativer Forschung in E-Commerce Arenen untersucht.

Historically, bubbles have been understood primarily in financial-economic terms. In this exciting new work, Dholakia and Turcan argue that bubbles are also a socio-political and cultural phenomena, with intense and accelerating interactions of engineered hype and feverish expectations

Dholakia and Turcan present their interdisciplinary metatheory of bubbles with short case studies of minor and major bubbles. They comprehensively identify and exemplify constructs of the theory, set its temporal and contextual boundaries, and examine the underlying economic, psychological, and social dynamics assumptions, explaining how these elements are related. By doing so, they provide a partial window into the precarious nature of contemporary finance-driven capitalism and suggest some possible ways of overcoming the wrenching ups and downs of the prevalent system. The case studies and original research in Toward a Metatheory of Economic Bubbles have far-reaching implications for the study and practice of entrepreneurship and marketing, public and corporate finance, and public policies towards innovation, economy, and finance. It contributes to the defining issues for economic sociology that describe the relationship between the economic and the social.