This book investigates the historical and theoretical disconnect between marketing practices and the formation of markets, arguing that marketing is not merely a set of tools but a generative force in the creation of market phenomena. The authors, Hans Kjellberg, John Finch, and Luis Araujo, synthesize perspectives from marketing scholars and economic sociologists to challenge the conventional view of marketing as a portable, neutral toolkit. By examining how theories and practices actively shape the entities and dynamics within various economic settings, the text provides a framework for understanding marketing as a constitutive element of market reality.

Experts recognize this work as a significant contribution to the 'markets-as-practice' school of thought within marketing academia. Readers frequently note the academic density of the prose, which is intended for researchers and advanced students interested in the sociological foundations of economic systems.