"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the...

This interpretive study introduces the field of Utopian studies and explores its relevance in re-conceptualising certain aspects of consumer research. Making reference to a longitudinal study carried out in a festival marketplace, this paper illustrates how the concept of Utopia can yield rich...