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Writing Marketing

Name: Writing Marketing
Brand: SAGE PUBLICATIONS INC
SKU: 9781412902663
Price: 154.0 AUD
Availability: InStock

SAGE PUBLICATIONS INCISBN: 9781412902663

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$154.00

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By Stephen Brown
Imprint: SAGE PUBLICATIONS INC
Release Date: November 22, 2005
Format: PAPERBACK
Pages: 272

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Marketing is a very diverse discipline, dealing with everything from the costs of globalisation 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. 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.

The ABCs of Writing Marketing The Antinomies of Theodore Levitt The Spectre of Philip Kotler The Deconstruction of Shelby D Hunt The Biopoetics of Wroe Alderson The Anxieties of Morris Holbrook The 3Rs of Marketing Writing

'Using a type of language that appears not only fascinating but genuinely fascinated, the book addresses a theme that is of great technical significance for the marketing scholar, concerning the field of literature seen as a tool that serves the purpose of communicating research but which, on another level, affects the very manner of conducting research. This theme is explored by Brown with considerable analytical complexity, through an in-depth investigation of the link between authorial profile and the literary works generated by the given author. These observations clearly illustrate why Writing Marketing constitutes extremely interesting reading material for a public of specialists in the discipline' - Journal of Business-to-Business Marketing

Writing Marketing

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