TY  - BOOK
AU  - Brown,Stephen
AU  - Patterson,Anthony
TI  - Imagining marketing: art, aesthetics, and the avant-garde 
T2  - Routledge interpretative marketing research
SN  - 0415234867
U1  - 700.688 21
PY  - 2000///]
CY  - London, New York
PB  - Routledge, Taylor and Francis Group
KW  - Arts
KW  - Marketing
KW  - Creation (Literary, artistic, etc.)
N1  - Includes bibliographical references and index; Introduction. Imago, Iago, A-go-go (poem) -- Figments for sale : marketing, imagination and the artistic imperative / Stephen Brown and Anthony Patterson -- Section I. Awakening one day (poem) / John F. Sherry, Jr. -- Édouard Manet, Calvin Klein, and the strategic use of scandal / Jonathan E. Schroeder -- The endless enigma or the last self-portrait (or, what the marketer can learn from the artist) / Ian Fillis -- Marketers wake! A portrait of the artist as a marketing man / Anthony Patterson and Stephen Brown -- Dealing with death : art, mortality and the marketplace / Stephanie O'Donohoe and Darach Turley -- 'Trust no one' : science fiction and marketing's future/present / Warren Smith and Matthew Higgins -- The good, the bad and the jolly : taste, image and the symbolic resistance to the coca-colonisation of Denmark / Søren Askegaard and Fabian F. Csaba -- Section II. Aesthetics. New shoes (poem) / Simone Pettigrew -- Presenting the past : on marketing's re-production orientation / Stephen Brown, Elizabeth C. Hirschman, and Pauline Maclaran -- Section III. The avant-garde. The spiral (poem) / Joel Watson -- Tupperware, Tommy Moore, Teddy Bear, and Tipper Gore--Pete, Jamie, Stew, Oyster, and Morrie's high school reunion : titillation and titivation in entelechic entitulation / Morris B. Holbrook -- Going out in a blaze of glory : southern white trash retrospections on my personal relationship with Jesus, Hank Williams, Elvis Presley and a Pentecostal-Elvis-impersonating-professional-wrestling-snake-handling-minister-who-sang-Hank-Williams'-songs / Craig J. Thompson -- Suburban soundtracks / Hope J. Schau -- Drove my Chevy to the levee / Stephen Brown -- A cultural biography of my Groucho glasses / Russell W. Belk -- Burning in the bush of ghosts / Joel Watson -- Conclusion.The rime of the ancient marketer (poem) / David Pickton -- Beyond the pleasure principle : the death instinct of pioneer studies in marketing / Robert Grafton Small
N2  - 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
UR  - http://repository.fue.edu.eg/xmlui/handle/123456789/4297
ER  -