Romancing the Market

Romancing the Market

by Stephen Brown
     
 

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,

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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.

Product Details

ISBN-13:
9780415184175
Publisher:
Taylor & Francis
Publication date:
01/28/1999
Series:
Routledge Interpretive Marketing Research Series
Pages:
312
Product dimensions:
6.20(w) x 9.30(h) x 0.90(d)

Table of Contents

Illustrations
List of contributors
By way of a prelude: the charge of the light brigade
1Stoning the romance: on marketing's mind-forg'd manacles1
2Tore down a la Rimbaud: illuminating the marketing imaginary22
3In the arms of the overcoat: on luxury, romanticism, and consumer desire41
4Show me the deep masculinity: Jerry Maguire's postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic subtext of relationship marketing)56
5Falling in love with a marketing myth: the story of segmentation and the issue of relevance74
6Illuminations, 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 research86
7The rationality of 'irrational' behaviour: Georges Bataille on consuming extremities125
8What's love got to do with it?: sex, shopping and subjective personal introspection137
9Romancing the utopian marketplace: dallying with Bakhtin in the Powerscourt Townhouse Centre172
10In search of the lost aura: the object in the age of marketing romanticism187
11Advertising illumination: romantic roots of postmodern promises202
12Far-flung romance: the love affair between researchers, SMEs and their internationalisation process216
13Magical romance: commercial rafting adventures233
14The unbearable lightness of marketing: a neo-romantic, counter-revolutionary recapitulation255
Index279

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