View All Book Series


Routledge Interpretive Marketing Research

About the Series

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.

37 Series Titles

Per Page

Imagining Marketing Art, Aesthetics and the Avant-Garde

Imagining Marketing: Art, Aesthetics and the Avant-Garde

1st Edition

Edited By Stephen Brown, Anthony Patterson
March 20, 2001

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 ...

37-37 of 37
AJAX loader