Romancing the Market is a radical rethinking of marketing understanding.Marketing and consumer research are dominated by the neoclassical ideals ofthe Enlighten... » 

Romancing the Market is a radical rethinking of marketing understanding.Marketing and consumer research are dominated by the neoclassical ideals ofthe Enlightenment such as rigour dispassion and the search for scientifictruth. In a series of provocative essays the contributors challenge theseassumptions with reference to the individuality innovation and imagination ofthe Romantic movement.The book contains essays by an international selection of the most creativecontemporary marketing scholars including Elizabeth Hirschman Russell BelkCraig Thompson and Robin Wensley. Illuminating controversial and cutting edgethis is an essential work for all those interested in new directions inmarketing and consumer research. «