Management
Imagining Marketing (English, Brown Stephen)
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Product Description
About the Book
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 m…
ISBN: 9780415234863
Book Specifications
| ISBN-13 | 9780415234863 |
| ISBN-10 | 0415234867 |
| Publisher | Taylor & Francis Ltd |
| Category | Management |
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