Romancing the Market

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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.

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Editorial Reviews

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)
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Product Details

Table of Contents

Illustrations
List of contributors
By way of a prelude: the charge of the light brigade
1 Stoning the romance: on marketing's mind-forg'd manacles 1
2 Tore down a la Rimbaud: illuminating the marketing imaginary 22
3 In the arms of the overcoat: on luxury, romanticism, and consumer desire 41
4 Show me the deep masculinity: Jerry Maguire's postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic subtext of relationship marketing) 56
5 Falling in love with a marketing myth: the story of segmentation and the issue of relevance 74
6 Illuminations, impressions, and ruminations on romanticism: some magical concepts and mystical comments from Morris the catoptric on the superiority of stereoscopy in visual representations of marketing and consumer research 86
7 The rationality of 'irrational' behaviour: Georges Bataille on consuming extremities 125
8 What's love got to do with it?: sex, shopping and subjective personal introspection 137
9 Romancing the utopian marketplace: dallying with Bakhtin in the Powerscourt Townhouse Centre 172
10 In search of the lost aura: the object in the age of marketing romanticism 187
11 Advertising illumination: romantic roots of postmodern promises 202
12 Far-flung romance: the love affair between researchers, SMEs and their internationalisation process 216
13 Magical romance: commercial rafting adventures 233
14 The unbearable lightness of marketing: a neo-romantic, counter-revolutionary recapitulation 255
Index 279
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