Writing Marketing

Literary Lessons from Academic Authorities

Stephen Brown

264 pages, parution le 20/12/2005

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Résumé

Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share. They are writers. They publish or perish. Their careers are advanced, and their reputations are enhanced, by the written word.

Despite its importance, writing is rarely discussed, much less written about, by marketing scholars. It is one of the least understood, yet most significant, academic competencies. It is a competency in need of careful study.

Writing Marketing is the first such study. It offers a detailed reading of five renowned marketing writers, ranging from Ted Levitt to Morris Holbrook, and draws lessons that can be adopted, with profit, by everyone else. Although it is not a `how to' book there are no lengthy lists of dos and donts Writing Marketing reveals that the `rules' of good writing are good for nothing.

Written by Stephen Brown, whose own writing skills are much commented upon, Writing Marketing is insightful, illuminating and iconoclastic. It is a must read for every marketing academic, irrespective of their methodological inclinations or philosophical preferences.

L'auteur - Stephen Brown

Stephen Brown : professeur de marketing à l'université d'Ulster et professeur visitant à Northwestern University. Ses prises de positions iconoclastes l'ont fait connaître comme une des figures les plus marquantes dans le domaine du marketing. Il est l'auteur de Free Gift inside.

Sommaire

The ABCs of Writing Marketing
The Antinomies of Theodore Levitt
The Spectres of Philip Kotik
The Deconstruction of Shelby D. Hunt
The Biopoetics of Wroe Alderson
The Anxieties of Morris Holbrook
The 3Rs of Marketing Writing
The Appendix of Stephen Brown
The Endnotes of the Exercise
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	SAGE Publications
Auteur(s)	Stephen Brown
Parution	20/12/2005
Nb. de pages	264
Format	15,5 x 23,5
Couverture	Broché
Poids	418g
Intérieur	Noir et Blanc
EAN13	9781412902663
ISBN13	978-1-4129-0266-3