Bøger i Routledge Interpretive Marketing Research serien

Why do consumers buy particular products, brands and services? How do they think and feel about their cravings? This book provides provocative answers to all these questions. Formerly only available in Hardback.

Incorporating case studies from the US, Europe and the UK, this book provides a guide to the visual consumption processes necessary for understanding and succeeding in today's market.

This book draws on a wide range of recent European and North American studies in critical, ethnographic and interpretative traditions of marketing. It highlights the influence of social construction on the study of marketing.

Examining consumption, this book focuses on concepts of autonomy and rationality. It adopts a moderating perspective, reviewing and critiquing attacks on these concepts in order to work towards a more refined view of the consumer.

Presents a structured approach to consumer research, showing how a simple framework that embodies the rewards and costs associated with consumer choice can be used to interpret a wide range of consumer behaviours.

Offers a critical survey of important contributions to managerial marketing discourse from the earliest twentieth century onwards, covering traditions of research such as scientific selling, marketing management and service marketing and drawing from Michel Foucault's understanding of power and Ernesto Laclau and Chantal Mouffe's Discourse Theory.

Investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing'. This book offers a fresh theory of marketing communication based upon approaching persuasion as a dynamic, endless negotiation between distinction-making systems.

The best of current scholarship on feminist perspectives in marketing. Through stimulating and challenging discussions, this book highlights assumptions about women and gender in marketing theory and practice.

Challenges the prevailing orthodoxies within consumer research methodology by examining representation and constructions of "truth". The contributors to this text adopt a variety of theoretical approaches drawing on postmodernism, photography, literary theory, narratology and poetry.

Representing Consumers explores representation and constructions of 'truth' in consumer research. Contributions come from the United States and Britain and draw on a wide range of theoretical approaches.

Is marketing coming to an end? The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the 21st century.