9781412902663

Writing Marketing

by
  • ISBN13:

    9781412902663

  • ISBN10:

    1412902665

  • Format: Paperback
  • Copyright: 2005-09-15
  • Publisher: SAGE Publications Ltd
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

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 don'ts - 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.

Author Biography

Stephen Brown is Professor of Marketing Research at the University of Ulster, Northern Ireland

Table of Contents

The ABCs of Writing Marketing
1(24)
The Antinomies of Theodore Levitt
25(30)
The Spectres of Philip Kotler
55(30)
The Deconstruction of Shelby D. Hunt
85(30)
The Biopoetics of Wroe Alderson
115(30)
The Anxieties of Morris Holbrook
145(30)
The 3Rs of Marketing Writing
175(24)
The Appendix of Stephen Brown 199(10)
The Endnotes of the Exercise 209(48)
Index 257

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