Managing Service Firms The Power of Managerial Marketing

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1、ManagingServiceFirmsRoutledgeInterpretiveMarketingResearchEDITEDBYSTEPHENBROWNANDBARBARAB.STERN,UniversityofUlster,NorthernIrelandandRutgers,theStateUniversityofNewJersey,USARecentyearshavewitnessedaninterpretativeturninmarketingandconsumerresearch.Meth-odologistsfromthehumanitiesaretaking

2、theirplacealongsidethosedrawnfromthetraditionalsocialsciences.Qualitativeandliterarymodesofmarketingdiscoursearegrowinginpopularity.Artandaesthet-icsareincreasinglyfiringthemarketingimagination.Thisseriesbringstogetherthemostinnovativeworkintheburgeoninginterpretativemarket-ingresearchtradi

3、tion.Itrangesacrossthemethodologicalspectrumfromgroundedtheorytopersonalintrospection,coversallaspectsofthepostmodernmarketingmix,fromadvertisingtoproductdevelopment,andembracesmarketingsprincipalsub-disciplines.1.TheWhyofConsumption7.MarketingDiscourseEditedbyS.Ratneshwar,GlenMickACritica

4、lPerspectiveandCynthiaHuffmanPerSkålén,MarkusFellessonandMartinFougère2.ImaginingMarketingArt,AestheticsandtheAvant-garde8.ExplorationsinConsumerEditedbyStephenBrownandAnthonyCultureTheoryPatterson.EditedbyJohnF.SherryJr.andEileenFisher3.MarketingandSocialConstruction9.InterpretationinSoci

5、alLife,ExploringtheRhetoricsofManagedSocialScience,andMarketingConsumptionJohnO’ShaugnessyChrisHackley10.InterpretingConsumerChoice4.VisualConsumptionTheBehavioralPerspectiveModelJonathanSchroederGordonR.Foxall5.ConsumingBooks11.ManagingServiceFirmsTheMarketingandConsumptionofThePowerofMan

6、agerialMarketingLiteraturePerSkålénEditedbyStephenBrownAlsoavailableinRoutledgeInterpretive6.TheUnderminingofBeliefsinMarketingResearchseries:theAutonomyandRationalityofConsumersRepresentingConsumers:Voices,JohnO’ShaugnessyandNicholasviewsandvisionsJacksonO’ShaugnessyEditedbyBarbaraB.Stern

7、RomancingtheMarketEditedbyStephenBrown,AnneMarieDohertyandBillClarkeConsumerValue:AframeworkforanalysisandresearchEditedbyMorrisB.HolbrookMarketingandFeminism:CurrentissuesandresearchEditedbyMiriamCatterall,PaulineMaclaranandLornaStevensManagingServiceFirmsThe