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Overview
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.
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.
Booknews
Two hundred years ago, the neoclassical ethos of order, rectitude, and rationality was replaced by an emphasis on creativity, innovation, individuality, and spontaneity. International contributors to this volume argue for a neo-romantic approach to marketing scholarship which will invigorate, infuriate, and illuminate the discipline. Subjects discussed include luxury and consumer desire, romantic roots of postmodern advertising, branding in an age of marketing romanticisms, and the mythopoetic subtext of relationship marketing. Annotation c. Book News, Inc., Portland, OR (booknew.com)