Romancing the Market

Romancing the Market

by Stephen Brown
     
 

ISBN-10: 0415184177

ISBN-13: 9780415184175

Pub. Date: 01/28/1999

Publisher: Taylor & Francis

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)

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