Romancing the Market (Routledge Interpretive Marketing Research Series)

✍ Scribed by Stephen Brown ; Anne-Marie Doherty ; Bill Clarke

Publisher: Routledge
Year: 1999
Tongue: English
Leaves: 316
Edition: 1
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

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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