This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.

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Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.

This article identifies elements of an institutional approach to marketing to supplement the presently dominant paradigm based on the neoclassical economic theory of resource allocation. An important part of the political economy of marketing systems is the interplay of the three main social and economic control mechanisms: markets, politics, and hierarchies. The institutional framework is applied to areas such as comparative marketing and performance indicators for marketing systems.