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Writing Marketing.

Author: S Brown
Publisher: London : Sage Publications, 2005.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: S Brown
ISBN: 9781847871107 1847871100
OCLC Number: 437202991
Description: 1 online resource (272 pages)
Contents: Cover; Contents; 1 The ABCs of Writing Marketing; 2 The Antinomies of Theodore Levitt; 3 The Spectres of Philip Kotler; 4 The Deconstruction of Shelby D. Hunt; 5 The Biopoetics of Wroe Alderson; 6 The Anxieties of Morris Holbrook; 7 The 3Rs of Marketing Writing; The Appendix of Stephen Brown; The Endnotes of the Exercise; Index.

Abstract:

Offers a reading of five marketing writers, ranging from Ted Levitt to Morris Holbrook, and draws lessons that can be adopted by everyone else. This title reveals that the 'rules' of good writing are  Read more...

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'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 Read more...

 
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