Writing MarketingSAGE, 2005 M09 15 - 265 pages 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. |
Contents
The ABCs of Writing Marketing | 1 |
The Antinomies of Theodore Levitt | 25 |
The Spectres of Philip Kotler | 55 |
The Deconstruction of Shelby D Hunt | 85 |
The Biopoetics of Wroe Alderson | 115 |
The Anxieties of Morris Holbrook | 145 |
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admittedly Alan Smithee Aldersonian approach Behavior and Executive Biopoetics brand Chapter Chicago classic Consumer Research Consumption Controversy in Marketing corpus critique cultural discipline Dynamic Marketing Behavior economic Essays example Fredric Jameson Gurus Harold Bloom Hirschman Holbrook Hunt Ibid industry intellectual Journal of Consumer Journal of Marketing Karl Marx keting lit-crit literary criticism Literary Theory literature London marketing academics Marketing Management Marketing Myopia Marketing Research Marketing Science marketing thought marketing's mean metaphor Modern Marketing Theory Morris Holbrook Naomi Klein Northrop Frye organization Oxford paper perspective Philip Kotler philosophy position Postmodern Postmodern Marketing production Professor prose published reader-response reader-response criticism readers reading Review rhetorical Routledge Sage scholarly scientific SDH's Shelby social Stephen Brown style stylistic Ted Levitt Terry Eagleton texts textual Theodore Levitt theoretical Theory of Competition there's things TOPKAT transvection University Press words Writing Marketing Wroe Alderson Wroe's York