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Romancing the Market

By: (Edited by) Anne Marie Doherty , (Edited by) Bill Clarke , (Edited by) Stephen Brown

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Ksh 13,350.00

Format: Paperback / Softback

ISBN-10: 0415184185

ISBN-13: 9780415184182

Series: Routledge Interpretive Marketing Research

Publisher: Taylor & Francis Ltd

Imprint: Routledge

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Dec 3rd, 1998

Print length: 312 Pages

Weight: 456 grams

Dimensions (height x width x thickness): 23.40 x 15.60 x 1.80 cms

Product Classification: Sales & marketing

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Romancing the Market is a radical rethinking of marketing understanding. The book contains essays by an international selection of the most creative contemporary marketing scholars.
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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