Romancing the Market

Hardcover (Print)
Buy New
Buy New from
Used and New from Other Sellers
Used and New from Other Sellers
from $95.00
Usually ships in 1-2 business days
(Save 59%)
Other sellers (Hardcover)
  • All (8) from $95.00   
  • New (5) from $162.00   
  • Used (3) from $95.00   


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.

Read More Show Less

Editorial Reviews

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 (
Read More Show Less

Product Details

Table of Contents

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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)