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Romancing the Market

Romancing the Market

Hardcover

Series: Routledge Interpretive Marketing Research

EconomicsInvesting & FinanceMarketing

ISBN10: 0415184177
ISBN13: 9780415184175
Publisher: Routledge
Published: Dec 3 1998
Pages: 312
Weight: 1.17
Height: 0.84 Width: 6.38 Depth: 9.52
Language: English
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.

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