Investigating Chrematistics in Marketing Systems

Abstract

Contributing to the analytical capacity of critical thinking in macromarketing, we develop a research framework that would enable researchers to investigate chrematistics in marketing systems. Chrematistics refers to regulative influences on marketing systems’ structure and operations of market action perpetuated by actors with power/dominance. We outline the research framework consisting of a seven-step process that helps to scrutinize the transformative effect of chrematistic practices on the design and regulation of marketing systems.