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The Marketplace of Life? An Exploratory Study of the Commercialization of Water Resources through the Lens of Macromarketing

journal contribution
posted on 18.02.2016, 10:47 by Georgios Patsiaouras, Michael Saren, James A. Fitchett
Considering that marketing research has paid limited attention to water markets and water consumption, we examine the interrelationships among the ongoing crisis in water resources management and macromarketing theory and practice. Contrary to the dominant ideology of unlimited growth and increased global water markets, we discuss some of the consequences of commercial water trading indicating that the area of water marketing can be a useful and fertile context in which to further emphasise the importance of the macromarketing agenda. Employing the lens of macromarketing, we approach and examine the economic, technological, and political dimensions emerging from the commodification and marketization of water resources. We conclude that consideration of a water marketing system can have a positive effect on economic and social development by elaborating on the implementation of public policies for the sustainable consumption of water, commercializing environmental awareness, and communicating consumers’ responsibilities towards the use of water.

History

Citation

Journal Of Macromarketing, 2015, 35 (1), pp. 23-35 (13)

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Management

Version

AM (Accepted Manuscript)

Published in

Journal Of Macromarketing

Publisher

SAGE Publications (UK and US) for Macromarketing Society

issn

0276-1467

eissn

1552-6534

Copyright date

2014

Available date

18/02/2016

Publisher version

http://jmk.sagepub.com/content/35/1/23

Language

en