Literary Lessons from Academic Authorities
By (author) Stephen Brown
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Writing Marketing by Stephen Brown
Book DescriptionMarketing 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.
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Book DetailsISBN: 9781412902663
(234mm x 156mm x 15mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 24-Aug-2005
Country of Publication: United Kingdom
Books By Author Stephen Brown
Brands and Branding, Paperback (August 2016)
A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.
Securitization of Foreign Aid, Hardback (November 2015)View all books by Stephen Brown
Security concerns increasingly influence foreign aid: how Western countries give aid, to whom and why. With contributions from experts in the field, this book examines the impact of security issues on six of the world's largest aid donors, as well as on key crosscutting issues such as gender equality and climate change.
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