Stephen Brown / Bill Clarke / Anne Marie Doherty (eds.)

Romancing the Market

Herausgeber: Brown, Stephen; Doherty, Anne Marie; Clarke, Bill

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 312
• Erscheinungstermin: 3. Dezember 1998
• Englisch
• Abmessung: 233mm x 157mm x 17mm
• Gewicht: 417g
• ISBN-13: 9780415184182
• ISBN-10: 0415184185
• Artikelnr.: 22171088

Autorenporträt

Stephen Brown, Bill Clarke, Anne Marie Doherty

Inhaltsangabe

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