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Romancing the Market book cover

1st Edition

Romancing the Market

Edited By Stephen Brown, Bill Clarke, Anne Marie Doherty Copyright 1998
    312 Pages
    by Routledge

    312 Pages
    by Routledge

    312 Pages
    by Routledge
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    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.

    By way of a prelude: the charge of the light brigade 1 Stoning the romance: on marketing’s mind-forg’d Manacles 2 Tore down à la Rimbaud: illuminating the marketing Imaginary 3 In the arms of the overcoat: on luxury, romanticism, and consumer desire 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) 5 Falling in love with a marketing myth: the story of segmentation and the issue of relevance 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 7 The rationality of ‘irrational’ behaviour: Georges Bataille on consuming extremities 8 What’s love got to do with it?: sex, shopping and subjective personal introspection 9 Romancing the utopian marketplace: dallying with Bakhtin in the Powerscourt Townhouse Centre 10 In search of the lost aura: the object in the age of marketing romanticism 11 Advertising illumination: romantic roots of postmodern Promises 12 Far-flung romance: the love affair between researchers, SMEs and their internationalisation process : commercial rafting adventures 14 The unbearable lightness of marketing: a neo-romantic, counter-revolutionary recapitulation

    Biography

    Stephen Brown, Bill Clarke, Anne Marie Doherty

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