Imagining Marketing: Art, Aesthetics and the Avant-Garde [NOOK Book]

Overview

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 ...

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Imagining Marketing: Art, Aesthetics and the Avant-Garde

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Overview

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
* 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.

This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.

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Product Details

Table of Contents

List of contributors
Preface: Ceci n'est pas une preface
Introduction 1
Imago, Iago, A-go-go (poem) 3
1 Figments for sale: marketing, imagination and the artistics imperative 4
Sect. I Art 33
Awakening One Day (poem) 35
2 Edouard Manet, Calvin Klein and the strategic use of scandal 36
3 The endless enigma or the last self-portrait (or, what the marketer can learn from the artist) 52
4 Marketers wake! A portrait of the artist as a marketing man 73
5 Dealing with death: art, mortality and the marketplace 86
6 'Trust no one': science fiction and marketing's future/present 107
7 The good, the bad and the jolly: Taste, image and the symbolic resistance to the coca-colonisation of Denmark 124
Sect. II Aesthetics
New Shoes (poem) 143
8 Presenting the past: on marketing's re-production orientation 145
Sect. III The avant-garde 193
The Spiral (poem) 195
9 Trupperware, Tommy Moore, Teddy Bear and Tipper Gore - Pete, Jamie, Stew, Oyster and Morrie's High School Reunion: titillation and titivation in entelechic entitulation 196
10 Going out in a blaze of glory: southern white trash retrospections on my personal relationship with Jesus, hank Williams, Elvis Presley and a Pentecostal-Elvis-impersonating-professional-wrestling- snake-handling-minister-who-sang-Hank-Williams'-songs 214
11 Suburban soundtracks 232
12 Drove my Chevy to the levee 240
13 A cultural biography of my Groucho glasses 249
14 Burning in the bush of ghosts 260
Conclusion 277
The Rime of the Ancient Marketer (poem) 279
15 Beyond the pleasure principle: the death instinct of pioneer studies in marketing 281
Index 291
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