Imagining Marketing: Art, Aesthetics And The Avant-garde (routledge Interpretive Marketing Research)
by Stephen Brown /
2001 / English / PDF
4.1 MB Download
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 artistic
'turn' has taken place in marketing research, and this topical
study argues that the mantle of imagination has now passed on
from the artist to the marketer. It contends, moreover, that the
tools and techniques of artistic appreciation can be successfully
applied to all manner of marketplace phenomena. Key features
include:
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 artistic
'turn' has taken place in marketing research, and this topical
study argues that the mantle of imagination has now passed on
from the artist to the marketer. It contends, moreover, that the
tools and techniques of artistic appreciation can be successfully
applied to all manner of marketplace phenomena. Key features
include:
* the treatment of artistic artefacts as a source of marketing
understanding
* the treatment of artistic artefacts as a source of marketing
understanding
* a detailed discussion surrounding the argument that marketers
should adopt more imaginative modes of academic expression
* a detailed discussion surrounding the argument that marketers
should adopt more imaginative modes of academic expression
* an analysis of the kind of art that marketing is, and the place
of imagination in marketing's artistic palette.
* an analysis of the kind of art that marketing is, and the place
of imagination in marketing's artistic palette.
This book provokes a new way of thinking about marketing, and
will prove invaluable to marketing academics, researchers and
practitioners.
This book provokes a new way of thinking about marketing, and
will prove invaluable to marketing academics, researchers and
practitioners.