2015 | Social Exclusions in Europe : Marketing Perspective | 244--254
Identity and Image Dynamics - Managing Social Exclusion in Profitable Way
The above statement has long been established as the canonical view of economic reality, and it has only been a couple of years since we thoroughly started to contest and debate this world-view. Grasping this, we focus on two aspects about the above perception in detail: First, a suggestion to redefine the term 'market' in a more up-to-date fashion, second, the debunking of the suspicious correlation between 'no money to spend' and 'no money to be made'. Common sense rather than economic theory, we refer to 'the market' as a construct describing the exchange of goods and services between producers and consumers. In a world without effective and efficient markets, the first individuals to start exchanging goods, services and money would inevitably create such a market. By having products that fit our needs and prices for those products that correspond to our income levels, we created that market, but we implicitly also drew this particular market's boundaries. The exclusion of those others outside the market's boundaries, therefore, is not intentional, but arbitrary. (fragment of text)
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