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- catalog abstract "Two hundred years ago the romantic movement precipitated a revolution in aesthetics, sensibility and thought. The neoclassical ethos of order, rectitude and rationality was replaced by an emphasis on creativity, innovation, individuality, spontaneity and imagination. Marketing, as an academic discipline, is dominated by neoclassical ideals of dispassionate science, 'truth' and objectivity. The international contributors to this volume argue for a neo-romantic approach to Marketing scholarship which will invigorate, infuriate and illuminate the discipline.".
- catalog contributor b11153035.
- catalog contributor b11153036.
- catalog contributor b11153037.
- catalog contributor b11153038.
- catalog created "1998.".
- catalog date "1998".
- catalog date "1998.".
- catalog dateCopyrighted "1998.".
- catalog description "By way of a prelude: the charge of the light brigade -- 1. Stoning the romance: on marketing's mind-forg'd manacles / Stephen Brown, Anne Marie Doherty and Bill Clarke -- 2. Tore down a 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: Jerry Maguire's postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic subtext of relationship marketing) / Craig J. Thompson -- 5. Falling in love with a marketing myth: the story of segmentation and the issue of relevance / Robin Wensley.".
- catalog description "Includes bibliographical references and index.".
- catalog description "Two hundred years ago the romantic movement precipitated a revolution in aesthetics, sensibility and thought. The neoclassical ethos of order, rectitude and rationality was replaced by an emphasis on creativity, innovation, individuality, spontaneity and imagination. Marketing, as an academic discipline, is dominated by neoclassical ideals of dispassionate science, 'truth' and objectivity. The international contributors to this volume argue for a neo-romantic approach to Marketing scholarship which will invigorate, infuriate and illuminate the discipline.".
- catalog extent "xx, 291 p. :".
- catalog identifier "0415184177 (hb)".
- catalog identifier "0415184185 (pb)".
- catalog isPartOf "Routledge Interpretive marketing research series".
- catalog issued "1998".
- catalog issued "1998.".
- catalog language "eng".
- catalog publisher "London ; New York : Routledge,".
- catalog subject "658.8 21".
- catalog subject "HF5411 .R66 1998".
- catalog subject "Marketing Congresses.".
- catalog subject "Romanticism Congresses.".
- catalog tableOfContents "By way of a prelude: the charge of the light brigade -- 1. Stoning the romance: on marketing's mind-forg'd manacles / Stephen Brown, Anne Marie Doherty and Bill Clarke -- 2. Tore down a 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: Jerry Maguire's postmodernised identity crisis and the romantic revitalisation of patriarchy (or the mythopoetic subtext of relationship marketing) / Craig J. Thompson -- 5. Falling in love with a marketing myth: the story of segmentation and the issue of relevance / Robin Wensley.".
- catalog title "Romancing the market / [edited by] Stephen Brown, Anne Marie Doherty, and Bill Clarke.".
- catalog type "Conference proceedings. fast".
- catalog type "text".