Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and this topical study argues that the mantle of imagination has now passed on from the artist to the marketer. It contends, moreover, that the tools and techniques of artistic appreciation can be successfully applied to all manner of marketplace phenomena. Key features include:
* the treatment of artistic artefacts as a source of marketing understanding
* a detailed discussion surrounding the argument that marketers should adopt more imaginative modes of academic expression
* an analysis of the kind of art that marketing is, and the place of imagination in marketing's artistic palette.
This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.
Table of Contents
Introduction 1. Figments for Sale: Marketing, Imagination and the Artistic Imperative Part 1: Art 2. Édouard Manet, Calvin Klein and the Strategic Use of Scandal 3. The Endless Enigma or the Last Self-Portrait (or, What the Marketer can Learn from the Artist) 4. Marketers Wake!: A Portrait of the Artist as a Marketing Man 5. Dealing with Death: Art, Mobility and the Marketplace 6. 'Trust No-One': Science Fiction and Marketing's Future Present 7. The Good, the Bad and the Jolly: Taste, Image and the Symbolic Resistance to the Coca-colonization of Denmark Part 2: Aethetics 8. Presenting the Past: on Marketing's Re-production Orientation Part 3: The Avant-Garde 9. Tupperware, Tommy Moore, Teddy Bear and Tipper Gore - Pete, Jamie, Stew, Oyster and Morrie's High School Reunion: Titillation and Titivation in Entelechic Entitulation 10. Going out in a Blaze of Glory: Southern White Trash Retrospections on my Personal Relationship with Jesus, Hank Williams, Elvis Presley and a Pentecostal-Elvis-Impersonating-Professional-Wrestling-Snake -Handling-Minister-Who-Sang-Hank-Williams'-Songs 11. Suburban Soundtracks 12. Drove my Chevy to the Levee 13. A Cultural Biography of my Groucho Glasses 14. Burning in the Bush of Ghosts. Conclusion 15. Beyond the Pleasure Principle: the Death Instinct of Pioneer Studies in Marketing
'Imagining Marketing ... provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practioners.' - Journal of International Marketing and Marketing Research