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Imagining Marketing - Art, Aesthetics and the Avant-Garde (Paperback)
Loot Price: R1,418
Discovery Miles 14 180
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Imagining Marketing - Art, Aesthetics and the Avant-Garde (Paperback)
Series: Routledge Interpretive Marketing Research
Expected to ship within 10 - 15 working days
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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.
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