Imagining Marketing

Know about the book -

Imagining Marketing is written by Stephen Brown and published by Routledge. It's available with International Standard Book Number or ISBN identification 1134565496 (ISBN 10) and 9781134565498 (ISBN 13).

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