POLITICAL MARKETING.

Markets are regularly relied upon to realize many different and changing values, a state of affairs that in turn attracts many efforts to engage with them. Such efforts, moreover, may draw on a wide variety of theoretical ideas about markets. Viewing real markets as on-going constructions, our aim is to explore different modes of engaging with markets to have them realize different values. We describe three different modes of engaging with markets based on empirical cases: (1) engaging to incorporate values in market exchanges; (2) engaging to reform the values that are to govern a market; and (3) engaging to represent the values produced by markets. We then use a fourth empirical case to expand on how the current realization of a market may interfere with and prove differentially fertile to efforts to incorporate, reform or represent values. Finally, we discuss when and how efforts to engage with markets may become political. [ABSTRACT FROM AUTHOR]