Romancing The Market (routledge Interpretive Marketing Research)
by Stephen Brown /
1998 / English / PDF
3.9 MB Download
Romancing the Market
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.
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.
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.
