The Poetic Turn in Marketing and Consumer Behaviour
Spring Songs and Older Spices
Series: Routledge Studies in Critical Marketing;
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47 775 Ft (45 500 Ft + 5% VAT)
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- Discounted price 42 998 Ft (40 950 Ft + 5% VAT)
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 1 January 2090
- ISBN 9780415724487
- Binding Hardback
- No. of pages256 pages
- Size 234x156 mm
- Language English
- Illustrations 20 Line drawings, black & white 0
Categories
Short description:
Poetry is older than any interpretive methodology in marketing, and perhaps: marketing itself. Poetics as a critical, independent and inconvenient perspective has been called upon in many projects in including literary, social, transformative and cultural projects in academic research. The wider poetic possibility in consumer research is as potent as it ever was. It is receiving increasing attention as a reflexive approach and critical method, in theoretical contributions to brand meaning and strategy on the one side and in consumer culture on the other side.
By collecting the original contributions of new and converted researchers for whom poetics has become a mainstream method, this book is designed to be the catalyst for new conversations beyond the traditional spaces in marketing and consumer behaviour and to integrate the full critical potential and imaginative applications of poetics into marketing theory.
MoreLong description:
Poetry is older than any interpretive methodology in marketing, and perhaps: marketing itself. Poetics as a critical, independent and inconvenient perspective has been called upon in many projects in including literary, social, transformative and cultural projects in academic research. The wider poetic possibility in consumer research is as potent as it ever was. It is receiving increasing attention as a reflexive approach and critical method, in theoretical contributions to brand meaning and strategy on the one side and in consumer culture on the other side.
The critical and imaginative powers of poetics have the rare capability to enchant across paradigmatic divides. By collecting the original contributions of new and converted researchers for whom poetics has become a mainstream method, this book is designed to be the catalyst for new conversations beyond the traditional spaces in marketing and consumer behaviour and to integrate the full critical potential and imaginative applications of poetics into marketing theory.
Wijland offers a unique and collaborative project, bringing together an extensive range of well-known international scholars publishing original work and a novel contribution to critical marketing theory.
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