Further evolving the new dominant logic of marketing: from services to the social construction of markets

Abstract

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.