1st Edition
Romancing the Market
312 Pages
by
Routledge
312 Pages
by
Routledge
312 Pages
by
Routledge
Also available as eBook on:
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... Read more
By way of a prelude: the charge of the light brigade 1 Stoning the romance: on marketing’s mind-forg’d Manacles 2 Tore down à la Rimbaud: illuminating the marketing Imaginary 3 In the arms of the overcoat: on luxury, romanticism, and consumer desire 4 Show me the deep masculinity: Jerry Maguire’s postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic subtext of relationship marketing) 5 Falling in love with a marketing myth: the story of segmentation and the issue of relevance 6 Illuminations, impressions, and ruminations on romanticism: some magical concepts and mystical comments from Morris the catoptric on the superiority of stereoscopy in visual representations of marketing and consumer research 7 The rationality of ‘irrational’ behaviour: Georges Bataille on consuming extremities 8 What’s love got to do with it?: sex, shopping and subjective personal introspection 9 Romancing the utopian marketplace: dallying with Bakhtin in the Powerscourt Townhouse Centre 10 In search of the lost aura: the object in the age of marketing romanticism 11 Advertising illumination: romantic roots of postmodern Promises 12 Far-flung romance: the love affair between researchers, SMEs and their internationalisation process : commercial rafting adventures 14 The unbearable lightness of marketing: a neo-romantic, counter-revolutionary recapitulation
Biography
Stephen Brown, Bill Clarke, Anne Marie Doherty
