Romancing the Market: 1st Edition (Paperback) book cover

Romancing the Market

1st Edition

Edited by Stephen Brown, Bill Clarke, Anne Marie Doherty

Routledge

312 pages

Purchasing Options:$ = USD
Paperback: 9780415184182
pub: 1998-12-03
$80.95
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Hardback: 9780415184175
pub: 1998-12-03
$245.00
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eBook (VitalSource) : 9780203360729
pub: 2003-09-02
from $40.48


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Description

Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and the search for scientific 'truth'. In a series of provocative essays, the contributors challenge these assumptions with reference to the individuality, innovation and imagination of the Romantic movement.

The book contains essays by an international selection of the most creative contemporary marketing scholars, including Elizabeth Hirschman, Russell Belk, Craig Thompson and Robin Wensley. Illuminating, controversial and cutting edge, this is an essential work for all those interested in new directions in marketing and consumer research.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General