Rethinking Marketing: Qualitative Strategies and Exotic Visions

(Hardback)

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Walle surveys the qualitative social sciences and humanities for instances where by design or accident they have had important things to say on the theory and practice of marketing and consumer research. He sees them as alternatives to the scientific method and quantitative analysis complements but not surrogates. He describes examples of humanistic analysis that readers without special grounding in the humanities can grasp, a discussion of specific humanistic methods and how they relate to marketing research and management, a view of the intellectual roots that show scholars what these tools can accomplish (and their limitations as well), ending with a provocative appendix that distinguishes humanistic empiricism from other systems of thought and defines clearly its usefulness in marketing. Written in an entertaining, informal style, Walle's book is thought provoking, robust, and filled with insights that will give marketing and consumer researchers an unusual view of new strategies and techniques to do even the most familiar tasks better. Walle reminds the reader that the humanities and qualitative social sciences offer a diverse and conflicting array of theories and methods, but he insists that their specific methods must not be embraced outside an appropriate context. Although marketers might prefer universally applicable methods that can be routinely plugged into any problem at hand, humanistic methods must be applied with an unusually subtle awareness of what they can and can not accomplish. He also shows how they are not merely analytical techniques, but embody a wide array of substantive knowledge as well, knowledge that must and can be recognized and considered. In his review and critique of the existing marketing research literature he shows that without guidance from the substantive thought derived from the humanities and qualitative social sciences, marketers can become trapped in counterproductive analysis and make significant errors in judgment. Well illustrated with stories, anecdotes, and his own research in the fields he is writing about, Walle's book is as useful as it is entertaining.

Reviews

.,."provides an extremely well-written study of the humanities and qualitative social sciences, in search of insights into marketing thought."-Journal of Consumer Marketing
...provides an extremely well-written study of the humanities and qualitative social sciences, in search of insights into marketing thought.-Journal of Consumer Marketing
Walle (SUNY Geneseo) offers a variety of creative, humanistic insights in Rethinking Marketing....His interesting and far-flung collection of subject aptly illustrates how marketing practice and popular culture may nourish one another. The book is written in an engaging and sophisticated style, well suited for advanced marketing students (upper-division undergraduate and graduate), faculty, and practitioners eager for a new perspective.-Choice
..."provides an extremely well-written study of the humanities and qualitative social sciences, in search of insights into marketing thought."-Journal of Consumer Marketing
"Walle (SUNY Geneseo) offers a variety of creative, humanistic insights in Rethinking Marketing....His interesting and far-flung collection of subject aptly illustrates how marketing practice and popular culture may nourish one another. The book is written in an engaging and sophisticated style, well suited for advanced marketing students (upper-division undergraduate and graduate), faculty, and practitioners eager for a new perspective."-Choice

Author Bio

ALF H. WALLE III is currently a professor at the Jones School of Business, SUNY Geneseo, and has moved between college-level teaching (business, anthropology, English, tourism) and consulting (business, marketing) for the past 20 years./e This is the second of three books that Dr. Walle plans for Quroum, all of which explore the relationship between marketing and other academic disciplines.