This collection is a rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and the search for scientific truth . In a series of essays, the contributors challenge these assumptions with reference to the individuality, innovation and imagination of the Romantic movement. The book contains essays by an international selection of contemporary marketing scholars, including Elizabeth Hirschman, Russell Belk, Craig Thompson and Robin Wensley. This work should be of value to those interested in directions in marketing and consumer research.