ABSTRACT
This commentary applauds the growing body work in critical marketing and encourages its engagement with community development. Such work might usefully leverage critical marketing concepts and research methods to foster the inclusion of social differences defined in terms of race, ethnicity, gender, religion, and disability in market development. Theoretically, such work will flourish in better understanding how meanings-based assets, like cultural and social capital not valued in financial markets are valued in other social domains, such as organisations and communities, and how particular sets of meanings-based assets that are valued in financial and consumer markets draw from and reinforce social relations.
