Buch, Englisch, 272 Seiten, Format (B × H): 163 mm x 242 mm, Gewicht: 576 g
ISBN: 978-1-4129-0265-6
Verlag: Sage Publications
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.
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Weitere Infos & Material
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