Tekijänoikeuden erikoiskirjasto

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*035  $a(FI-MELINDA)000558161
*0410 $aeng
*084  $a69.3$2ykl
*24500$aRomancing the market /$ced. by Stephen Brown, Anne Marie Doherty and Bill Clarke.
*260  $aLondon :$bRoutledge,$c1998.
*300  $a291 s
*336  $ateksti$btxt$2rdacontent
*337  $akäytettävissä ilman laitetta$bn$2rdamedia
*338  $anide$bnc$2rdacarrier
*4901 $aRoutledge interpretive marketing research series
*5050 $a1. Stoning the romance: on marketing's mind-forg'd manacles / Stephen Brown, Anne Marie Doherty & Bill Clarke. -- 2. Tore down á la Rimbaud: illuminating the marketing imaginary / Stephen Brown. -- 3. In the arms of the overcoat: on luxury, romanticism, and consumer desire / Russell W. Belk. -- 4. Show me the deep masculinity: Jarry Maguire's postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic suctext of relationship marketing) / Craig A. Thompson. -- 5. Falling in love with a marketing myth: the story of segmentation and the issue of relevance / Robin Wensley. -- 6. Illuminations, impressions, and tuminations on romanticism: some magical concepts and mystical comments from Morris the catoptric on the superiority of stereoscopy in visual representations of marketing and consumer research / Morris B. Holbrook. -- 7. The rationality of 'irrational' behaviour: Georges Bataille on consumer extremities / Christian Jantzen & Per Østergaard. -- 8. What's love got to do with it? : sex, shopping and subjective personal introspection / Stephen Brown. -- 9. Romancing the utopian marketplace: dallying with Bakhtin in the Powerscourt Townhouse Centre / Pauline MacLaran & Lorna Stevens. -- 10. In search of the lost aura: the object in the age of marketing romanticism / Benoît Helbrunn. -- 11. Advertising illumination: romantic roots of postmodern promises / Paul Power & Barbara B. Stern. -- 12. Far-flung romance: the love affair between researchers, SMEs and their internationalisation process / Andrew Mcauley. -- 13. Magical romance: commercial rafting adventures / Eric J. Arnould, Linda L. Price & Cele Otnes. -- 14. The unbearable lightness of marketing: a neo-romantic, counter-revolutionary recapitulation / Stephen Brown.
*650 7$amainonta$2yso/fin$0http://www.yso.fi/onto/yso/p1232
*650 7$amarkkinointi$2yso/fin$0http://www.yso.fi/onto/yso/p5878
*650 7$amarkkinat (taloustiede)$2yso/fin$0http://www.yso.fi/onto/yso/p1865
*650 7$aromantiikka$2yso/fin$0http://www.yso.fi/onto/yso/p12824
*650 7$asuhdemarkkinointi$2yso/fin$0http://www.yso.fi/onto/yso/p14047
*650 7$amielikuvat$2yso/fin$0http://www.yso.fi/onto/yso/p1490
*650 7$amerkit$2yso/fin$0http://www.yso.fi/onto/yso/p1581
*650 7$atavaramerkit$2yso/fin$0http://www.yso.fi/onto/yso/p1488
*650 7$amarkkinointitutkimus$2yso/fin$0http://www.yso.fi/onto/yso/p13560
*650 7$apienet ja keskisuuret yritykset$2yso/fin$0http://www.yso.fi/onto/yso/p8246
*7001 $aBrown, Stephen.
*7001 $aDoherty, Anne Marie.
*7001 $aClarke, Bill.
*830 0$aRoutledge interpretive marketing research series.
*852  $h69.3 ROM
^

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.