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Imagining Marketing: Art, Aesthetics and the Avant-Garde (Routledge Interpretive Marketing Research) - Tapa blanda

Libro 1 de 19: Routledge Interpretive Marketing Research
 
9780415439688: Imagining Marketing: Art, Aesthetics and the Avant-Garde (Routledge Interpretive Marketing Research)
Tapa blanda
ISBN 10: 041543968X ISBN 13: 9780415439688
Editorial: Routledge, 2007

Sinopsis

Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and this topical study argues that the mantle of imagination has now passed on from the artist to the marketer. It contends, moreover, that the tools and techniques of artistic appreciation can be successfully applied to all manner of marketplace phenomena. Key features include:

* the treatment of artistic artefacts as a source of marketing understanding
* a detailed discussion surrounding the argument that marketers should adopt more imaginative modes of academic expression
* an analysis of the kind of art that marketing is, and the place of imagination in marketing's artistic palette.

This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

Stephen Brown, Anthony Patterson

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2007
Idioma
Inglés
ISBN 10 
041543968X
ISBN 13 
9780415439688
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
320
Editor
Brown Stephen, Patterson Anthony
Contacto del fabricante
no disponible
Persona responsable
no disponible