The discipline of marketing draws heavily on viewpoints, concepts and methodologies originating outside its own field of study. As a fairly mature discipline, it can contribute to the development of emerging areas of study as well as benefiting from the new perspectives such new areas bring to...

Summary The paper discusses the constitution of the consuming subject in lifestyle practices of belonging and difference, taste and choice in the material circumstances of everyday living. It considers how lived moments of mundane activity can be understood, not simply as sites of social...

The cultural logic of consumer resistance is our subject. The object of inquiry is a virtual community of car enthusiasts and a series of online discussions of bricolage in the empirical setting of car modification. We open an analytical window on a variety of everyday practices that...

This paper explores the social dynamics by means of which market forces are enacted at the level of everyday consumption. In particular, it draws on Holt's (2002) notion that as 'unruly bricoleurs', consumers kick-start processes of market adjustment and innovation through improvising ways to...

The articles presented in this special issue of EJM have been selected from those which were presented at the "Rethinking Marketing" symposium which was held at Warwick Business School in July 1993. This symposium set out to provide a participative forum for discussing new ways of thinking about...