Philosophy of Marketing

The New Realist Approach

Matteo Giannasi, Francesco Casarin

$83.99

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
31 May 2023

Deconstructionism, Structuralism, Post-structuralism; Sociology: work & labour; Economics; Market research

Series: Routledge Frontiers in the Development of International Business, Management and Marketing

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasive postmodernist ideology and proposes a new and fruitful approach pivoting on the significance of reality to marketing analyses and models.

Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can find fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difficulties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts.

This book will be of interest to philosophers interested in New Realism and to researchers, scholars and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.

By: Matteo Giannasi, Francesco Casarin
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 453g
ISBN: 9781032072340
ISBN 10: 1032072342
Series: Routledge Frontiers in the Development of International Business, Management and Marketing
Pages: 266
Publication Date: 31 May 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Part 1. Antirealism and Its Consequences 1. What Went Wrong With Reality 2. The Postmodernist Challenge to Realism 3. The Legacy and Consequences of Postmodernist Thought Part 2. The Significance of Realism 4. The Persisting Relevance of Reality 5. Marketing, Management, and the Return of Reality

Matteo Giannasi is Adjunct Professor of Philosophy, Critical Thinking, Cultural Heritage and Tourism Supply, and Cultural Policies, at Ca’ Foscari University Venice, Italy. He is also education and audience development consultant for cultural institutions. Francesco Casarin is Full Professor of Marketing and director of the Management of Arts and Culture Lab, Department of Management, Ca’ Foscari University Venice, Italy.

Reviews for Philosophy of Marketing: The New Realist Approach

"""Marketing has often been considered as an art of illusion. In the era of post-truth, and with a solid managerial and philosophical approach, this radically innovative book teaches us how to rethink marketing while respecting reality, and provides us with new conceptual tools"" Maurizio Ferraris, Full Professor of Philosophy, University of Turin, Italy ""Philosophy once again shows its face where many philosophers are unable or unwilling to look for it: in this case, marketing. Through an extended meditation on the rise of contemporary realism, the authors offer a thorough critique of existing approaches to marketing, and give us a resounding case for the relevance of new realism in their field. You will be astonished, just as I was."" Graham Harman, Southern California Institute of Architecture, USA ""Giannasi and Casarin’s book is indeed conceptually rich as well as challenging. They question several current marketing approaches such as experiential marketing, consumer culture theory, relationship marketing and service-dominant logic."" Nicholas J.C. Santos, Creighton University, Omaha, Nebraska"