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Claus D. Jacobs, Chris Steyaert and Florian Ueberbacher
Anja Ostendorp and Chris Steyaert
Pascal Dey and Dörte Resch
Chapter 7 brings the discussion to a close by calling for attention in marketing texts to the (re)telling/(re)making of rurality, and for an understanding of place and space via the intimate, existential experiences and the creative imaginings of consumers and providers who draw upon their emotions and aesthetics to make sense of, articulate, express and attribute their own meanings. Overall, the emphasis of the text is on informing marketing theory and practice by centralising actors’ enterprise and sense-making processes, using narrative analysis as an investigative tool to help in understanding how experiences develop into stories that are not only told but lived and consumed as symbols.