Markets and Marketing At a Crossroads

In this brief presentation, Firat makes the argument that the ideology of “free markets” is now bankrupt, and so is its ultimate form of practice: modern marketing. To build the argument, a short history of the construction of ‘The Market’ in the image of – yet antithetical to – traditional marketplaces is presented. Through this history, the constitution of the modern capitalist system based on phenomena such as those of marketization, individualization, commoditization, consumerization, and commercialization is explored, thus exposing the natures of both ‘The Market’ and modern marketing as institutions that reproduce the ideological construction of life in contemporary society. Exposing both as institutions rather than as mechanisms or a set of practices provides the reason for their unsustainability.


A. Fuat Firat (2011) ,"Markets and Marketing At a Crossroads", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 44.


A. Fuat Firat, University of Texas-Pan American, USA


E - European Advances in Consumer Research Volume 9 | 2011

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