This major work seeks to engage with this rather underexplored dimension of marketing theory, taking in literature which, for example, situates contemporary business marketing practices in a global context by comparing the systems in West Africa, Argentina, and the United States, while other contributions explore Chinese, Russian and West European practices. Contents - Volume One: Performing Marketing. Volume Two: Managing Marketplace Relations. Volume Three: The Boundaries of Marketing and Consumer Practice. Volume Four: Transforming Marketing, Consumer and Society Dynamics.