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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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Book Details

ISBN: 9780415184182
ISBN-10: 0415184185
Format: Paperback
(234mm x 156mm x 17mm)
Pages: 312
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 3-Dec-1998
Country of Publication: United Kingdom

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