Romancing the Market

1st Edition

Stephen Brown, Bill Clarke, Anne Marie Doherty

Routledge
Published December 3, 1998
Reference - 312 Pages
ISBN 9780415184182 - CAT# RU17901
Series: Routledge Interpretive Marketing Research

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Summary

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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