Beyond the Social System: Understanding Markets As Consumers
Through a multi-year investigation of the World Economic Forum in Davos, Switzerland, I challenge the dominant perspective on markets as social systems and offer an alternative model of markets as consumers.
Markus Giesler (2012) ,"Beyond the Social System: Understanding Markets As Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 129-133.
Markus Giesler, York University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
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