This business/practitioner oriented event is supported by the British Academy of Management, Chartered Institute of Marketing and Aston Business School. Working with Marketing Practitioners this event set out to explore how the profession is changing and the new competences and skills needed to create value through the work of connecting markets to organisations and market offerings. The day began with a presentation by Prof. Katy Mason, designed to communicate the latest understandings of the economic sociology, the sociology of markets (how markets work) and the implications of new understandings of markets for the marketing profession. Katy also presented the implications of these new understandings for marketing education and explored the opportunities for action research developed through collaborative inquiry between academics and practitioners to advance solutions to real-world market(ing) challenges and opportunities.