Markets are key contemporary institutions, yet there is little agreement concerning their history or diversity. To complicate matters, markets have been considered by different academic disciplines that approach the nature of such exchange systems from diametrically opposed perspectives that impede cross-disciplinary dialogue. This paper reviews the theoretical and methodological issues surrounding the detection, development, and significance of markets in the preindustrial past. We challenge both the view that marketing is natural and the perspective that market exchange is unique to modern capitalist contexts. Both of these frameworks fail to recognize that past and present market activities are embedded in their larger societal contexts, albeit in different ways that can be understood only if examined through a broadly shared theoretical lens. We examine the origins, change, and diversity of preindustrial markets, calling for multiscalar, cross-disciplinary approaches to investigate the long-term history of this economic institution.

JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.

JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.

Over a decade ago Kenneth Hirth (1998, 2000) developed a “distributional approach” for archaeologically inferring the existence of marketplace exchange based on analyses of domestic artifact collections. Domestic collections, he reasoned, will be relatively homogeneous in areas where most or all households rely on marketplace exchange to acquire domestic provisions. The present study evaluates Hirth’s distributional approach using a statistical measure of diversity (heterogeneity) to quantify variability among domestic collection units over a large area. The data for this study come from the Middle Postclassic lower Blanco region of Veracruz (A.D. 1200–A.D. 1350), an unknown context of marketplace exchange. A comparison of diversity scores calculated on surface sherd collections from the lower Blanco region with scores from Late Postclassic Teotihuacan (A.D. 1350–A.D. 1520)—a known context of marketplace exchange—suggests the existence of a marketplace exchange system in the lower Blanco region, likely centered at the town of El Sauce. In addition, changes in intercollection diversity (sherds) and obsidian concentrations with increasing distance from the center suggest El Sauce’s market service area encompassed a radius of approximately six to nine kilometers.

Instrumental neutron activation analysis (INAA) of Middle and Late Postclassic and Early Colonial period decorated and plain ware ceramic sherds from Brainerd's excavation collections at Cerro Portezuelo highlight diachronic changes in commercial pottery exchange prior to and during the Aztec empire and during the first century of Spanish colonial rule. The INAA results show that before the Aztec