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Imaging Marketing : Art, Aesthetics and the Avant-Garde. マーケティングを描く－美術、美学、アバンギャルド
・ISBN 978-0-415-23486-3 2000 hard GB£ 187.99
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・ISBN 978-0-415-43968-8 2007 paper GB£ 50.99
￥16,153.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-23062-2
| 著者・編者 | Brown, Stephen / Patterson, A. (eds.), |
|---|---|
| シリーズ | Routledge Interpretive Marketing Research |
| 出版社 | (Routledge, UK) |
| ページ数 | 324 pp. |
| 言語 | ENG |
| ニュース番号 | ＜469-581＞ |
解説
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.