1. Introduction : exploring cultural processes in the global marketplace / Christina Garsten and Monica Lindh de Montoya -- 2. Marketing ethnography : disciplines and practices / Brian Moeran -- 3. The virtual consumer : constructions of uncertainty in marketing discourse / Marianne Elisabeth Lien -- 4. Market missions : negotiating bottom line and social responsibility / Christina Garsten -- 5. Between the individual and the community : market and morals in Venezuelan economic life / Miguel Montoya -- 6. 'Put your money where your mouth is!' : the market as an arena for politics / Michele Micheletti -- 7. Modes of knowing : the fashioning of financial market knowledge / Anna Hasselstrom -- 8. Culture, ideology and the financial market : examining pension plan reform in Sweden / Monica Lindh de Montoya -- 9. The crown capitulates : national currency and global capital in the Swedish currency crisis / Gustav Peebles.

10. Homo mercans and the fashioning of markets / Christina Garsten and Anna Hasselstrom.