Imagining Marketing
ebook ∣ Art, Aesthetics and the Avant-Garde · Routledge Interpretive Marketing Research
By Stephen Brown
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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
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