Romancing the Market / Edition 1

by Stephen Brown, Bill Clarke, Anne Marie Doherty

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:	9780415184182
Publisher:	Taylor & Francis
Publication date:	12/03/1998
Series:	Routledge Interpretive Marketing Research
Edition description:	New Edition
Pages:	312
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Stephen Brown, Bill Clarke, Anne Marie Doherty

Table of Contents

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

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 (booknew.com)

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