Still working on my book on practice oriented marketing.

The working title is now:

EVERYDAY LIFE AND MARKETING
Designing consumption practices

.. and the table of contents (for now)

PROLOGUE 3

WHO SHOULD READ THIS? 4
THE STRUCTURE OF THE BOOK 4
IMPORTANT REMARKS 6

INTRODUCTION: FROM NOUNS TO VERBS 7
PRACTICE FOCUS AS AN ALTERNATIVE 8
BUSINESS OPPORTUNITIES FROM THE APPROACH 13

QUESTIONING THE LOGIC OF MARKETING 16
FROM MARKETS AS CUSTOMERS TO MARKETS AS PRACTICES 18
FROM PLEASING CUSTOMER NEEDS TO INNOVATING NEW FORMS OF PRACTICES 20
FROM PERSONALITIES TO PROCESSUAL MARKET UNDERSTANDING 21
FROM THE “VOICE” OF THE CUSTOMER TO ETHNOGRAPHIC UNDERSTANDING 24

PRACTICES BROUGHT INTO FOCUS 26
PRACTICES – DEFINITION OF THE CONCEPT 27
THE EVOLUTION OF PRACTICES 30
CONSUMPTION PRACTICE IS EMBEDDED WITH VALUE 32
CONCLUSIONS 33

THE ECONOMY OF EVERYDAY LIFE 35
VOLUME, STABILITY AND UNREVEALED OPPORTUNITIES 36
MARKETS IN PRACTICAL TERMS 38
SEGMENTATION OF CUSTOMERS, OR PRACTICE 42
THERE IS NO SUCH THING AS NEW MARKETS 44
ALLOWING THE MUNDANE TO APPEAR 45

SERVING PRACTICES, NOT CUSTOMERS 48
SERVICES AS IMPROVED PRACTICES 48
THE PROBLEMATIC CONCEPT OF BENEFIT 51
CUSTOMER TAKING ON PRACTICES 53

PRACTICE DESIGN™ 55
FITTING ELEMENTS OF CONSUMPTION TOGETHER 57
Tools/ toys 58
Image/ competence 60
Physical space 62
Customer involvement 63
PRACTICE DESIGN – THE WORKING PROCESS 65

SUMMARY: A TOOL OR PARADIGM? 66

ENDNOTES 67