Full Description
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.
Contents
Introduction 1. Figments for Sale: Marketing, Imagination and the Artistic Imperative Stephen Brown and Anthony Patterson Part I: Art 2. Eacute;douard Manet, Calvin Klein and the Strategic Use of Scandal Jonathan Schroeder 3. The Endless Enigma or the Last Self-Portrait (or, What the Marketer can Learn from the Artist) Ian Fillis 4. Marketers Wake! A Portrait of the Artist as a Marketing Man Anthony Patterson and Stephen Brown 5. Dealing with Death: Art, Mobility and the Marketplace Stephanie O'Donohoe and Darach Turley 6. 'Trust No-one': Science Fiction and Marketing's Future Present Warren Smith and Matthew Higgins 7. The Good, the Bad and the Jolly: Taste, Image and the Symbolic Resistance to the Coca-colonization of Denmark S ouml;ren Askegaard and Fabian F. Casba Part II: Aethetics 8. Presenting the Past: on Marketing's Re-production Orientation Stephen Brown, Elizabeth C. Hirschman and Pauline Maclaran Part III: The Avant-Garde 9. 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 10. 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 11. Suburban Soundtracks Hope J. Schau 12. Drove my Chevy to the Levee Stephen Brown 13. A Cultural Biography of my Groucho Glasses Russell W. Belk 14. Burning in the Bush of Ghosts Joel Watson Conclusion 15. Beyond the Pleasure Principle: the Death Instinct of Pioneer Studies in Marketing Robert Grafton Small
