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Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research.Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.
Contemporary consumer society is increasingly saturated by digital technology, and digital communication, and the devices which deliver it, have made significant transformations in consumption patterns. Social media, mobile internet, smartphones, mobile apps, virtual fashion and digital retailing…
Hardback – 2017-05-01
Routledge
Routledge Interpretive Marketing Research
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies. The collection brings together…
Paperback – 2016-11-10
Routledge
Routledge Interpretive Marketing Research
Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each…
Paperback – 2016-08-04
Routledge
Routledge Interpretive Marketing Research
It takes more than a baby to make a mother, and mothers make more than babies. Bringing together a range of international studies, Motherhoods, Markets and Consumption examines how marketing and consumer culture constructs particular images of what mothers are, what they should care about and how…
Paperback – 2016-08-04
Routledge
Routledge Interpretive Marketing Research
'Interpretation' is used as an umbrella for bringing together a wide range of concepts and developments in the philosophy of social science that provide the foundation for clear thinking about social phenomena. In his new book, John O’Shaughnessy familiarises the reader with the nature of…
Paperback – 2016-07-15
Routledge
Routledge Interpretive Marketing Research
Music, Movies, Meanings, and Markets focuses on macromarketing-related aspects of film music in general and on the cinemusical role of ambi-diegetic jazz in particular. The book examines other work on music in motion pictures which has dealt primarily with the traditional distinction between…
Paperback – 2016-07-15
Routledge
Routledge Interpretive Marketing Research
As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social…
Hardback – 2016-04-14
Routledge
Routledge Interpretive Marketing Research
Reflecting a growing interest in consumption practices, and particularly relating to food, this cross disciplinary volume brings together diverse perspectives on our (often taken for granted) domestic mealtimes. By unpacking the meal as a set of practices - acquisition, appropriation,…
Hardback – 2016-04-05
Routledge
Routledge Interpretive Marketing Research
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories…
Hardback – 2016-02-01
Routledge
Routledge Interpretive Marketing Research
Death has never been more visible to consumers. From life insurance to burial plots to estate planning, we are constantly reminded of consumer choices to be made with our mortality in mind. Religious beliefs in the afterlife (or their absence) impact everyday consumption activities. Death in a…
Hardback – 2015-12-14
Routledge
Routledge Interpretive Marketing Research
Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in…
Hardback – 2015-11-02
Routledge
Routledge Interpretive Marketing Research
Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities…
Paperback – 2015-07-16
Routledge
Routledge Interpretive Marketing Research
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and…
Hardback – 2015-01-08
Routledge
Routledge Interpretive Marketing Research
The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions:…
Hardback – 2014-12-15
Routledge
Routledge Interpretive Marketing Research
This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have…
Paperback – 2014-07-03
Routledge
Routledge Interpretive Marketing Research
Interpretive consumer research usually proceeds with a minimum of structure and preconceptions. This book presents a more structured approach than is usual, showing how a simple framework that embodies the rewards and costs associated with consumer choice can be used to interpret a wide range of…
Paperback – 2013-07-09
Routledge
Routledge Interpretive Marketing Research
Research on consumption can shed light on many fundamental questions, such as the character of society, including social and cultural dimensions; the relations between the generations; dependency on technology and the risks involved; the rise of Asia and its potential consumption preferences; the…
Paperback – 2012-07-27
Routledge
Routledge Interpretive Marketing Research
The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued. This book is an attempt to rest the balance, articulating a…
Paperback – 2012-05-15
Routledge
Routledge Interpretive Marketing Research
The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed – in either theoretical or empirical perspective - by the discipline's favoured approaches. The…
Paperback – 2011-01-27
Routledge
Routledge Interpretive Marketing Research
Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a…
Hardback – 2010-04-12
Routledge
Routledge Interpretive Marketing Research
The buying, selling, and writing of books is a colossal industry in which marketing looms large, yet there are very few books which deal with book marketing (how-to texts excepted) and fewer still on book consumption. This innovative text not only rectifies this, but also argues that far from being…
Paperback – 2008-10-16
Routledge
Routledge Interpretive Marketing Research
This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have come under attack in the context of consumer choice and similarly, postmodernists have sabotaged the very notion of consumer rationality. O’Shaughnessy…
Hardback – 2007-11-08
Routledge
Routledge Interpretive Marketing Research
A key characteristic of the twenty-first century economy is 'the image'. Brand development is based on image, products are advertised via images, and corporate image is critical for economic success. This book draws from art history, photography and visual studies to develop an interdisciplinary,…
Paperback – 2005-04-19
Routledge
Routledge Interpretive Marketing Research
This book brings together an international collection of authors from a variety of disciplines who offer new and critical perspectives, summarize key findings and provide important theoretical frameworks to guide the reader through the ‘why?’ of consumption. The book answers questions such as:…
Paperback – 2003-04-17
Routledge
Routledge Interpretive Marketing Research
Marketing is at the centre of the business education boom: a million or more people worldwide are studying the subject at any one time. Yet despite widespread discontent with the intellectual standards in marketing, very little has changed over the past thirty years. In this ground-breaking new…
Hardback – 2001-03-15
Routledge
Routledge Interpretive Marketing Research
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…
Hardback – 2001-02-01
Routledge
Routledge Interpretive Marketing Research
This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and…
Paperback – 2000-07-20
Routledge
Routledge Interpretive Marketing Research
Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and the search for scientific 'truth'. In a series of provocative essays, the contributors challenge…
Paperback – 1998-12-03
Routledge
Routledge Interpretive Marketing Research
Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. As a consequence, the crisis in representation which has radically reshaped understanding in the social sciences, has, so far, had very little impact on consumer research. This book…
Paperback – 1998-09-24
Routledge
Routledge Interpretive Marketing Research
The present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century. Ranging from narratology to feminism, these suggestions are always…
Paperback – 1997-12-11
Routledge
Routledge Interpretive Marketing Research