Imagining Marketing: Art, Aesthetics and the Avant-Garde
Stephen Brown, Anthony Patterson
Taylor & Francis, Mar 9, 2004 - Business & Economics - 320 pages
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
This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.