£148.84

Routledge Imagining Marketing - Art, Aesthetics and Avant-Garde

Name: Routledge Imagining Marketing - Art, Aesthetics and Avant-Garde
Brand: Routledge
Price: 116.13 GBP
Availability: InStock

Criticism

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Description

Explore the connection between creativity and consumer research in Imagining Marketing: Art, Aesthetics and the Avant-Garde. Published by Routledge as part of the Interpretive Marketing Research series, this book addresses a significant gap in academic study. While marketing practitioners frequently use the concept of imagination, academic scholarship has often overlooked it due to a preference for scientific methods over artistic ones. This study examines the recent artistic turn in marketing research. It argues that the role of imagination has shifted from the artist to the marketer. By looking at how artistic appreciation works, the text suggests that these tools and techniques can be applied to various aspects of marketing study. This book is an essential resource for those looking to understand how aesthetic perspectives can enhance marketing scholarship and move beyond traditional scientific mindsets.

Key Features

Part of the Routledge Interpretive Marketing Research series for academic depth.

Examines the shift of imagination from the artist to the modern marketer.

Addresses the gap between artistic connotation and scientific marketing mindsets.

Provides a study on how artistic appreciation tools apply to marketing research.

Explores the recent artistic turn occurring within the field of marketing.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0415234867
Category: Books > Subjects > Arts & Photography > History & Criticism > Criticism
Domain: Amazon UK
Release Date: 01 February 2001
Listed Since: 05 February 2007

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Routledge Imagining Marketing - Art, Aesthetics and Avant-Garde

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