Romancing the Market (Routledge Interpretive Marketing Research) - Softcover

Softcover

ISBN 10: 0415184185 ISBN 13: 9780415184182

Publisher: Routledge, 1998

Synopsis

Romancing the Market is a radical rethinking of marketing understanding. The book contains essays by an international selection of the most creative contemporary marketing scholars.

About this title

Synopsis:

This collection is a 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 essays, the contributors challenge these assumptions with reference to the individuality, innovation and imagination of the Romantic movement. The bookcontains essays by an international selection of contemporary marketing scholars, including Elizabeth Hirschman, Russell Belk, Craig Thompson and Robin Wensley. This work should be of value to those interested in directions in marketing and consumer research.

From the Back Cover:

"Two hundred years ago the romantic movement precipitated a revolution in aesthetics, sensibility and thought. The neoclassical ethos of order, rectitude and rationality was replaced by an emphasis on creativity, innovation, individuality, spontaneity and imagination."--BOOK JACKET. "Marketing, as an academic discipline, is dominated by neoclassical ideals of dispassionate science, 'truth' and objectivity. The international contributors to this volume argue for a neo-romantic approach to Marketing scholarship which will invigorate, infuriate and illuminate the discipline."--BOOK JACKET.

About this edition

• Publisher: Routledge
• Publication date: 1998
• ISBN 10: 0415184185
• ISBN 13: 9780415184182
• Binding: Paperback
• Edition number: 1
• Number of pages: 312
• Editor: Brown Stephen, Clarke Bill, Doherty Anne Marie