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Record Nr. |
UNINA9910451174003321 |
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Autore |
Brown Stephen <1955 March 23-> |
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Titolo |
Writing marketing [[electronic resource] ] : literary lessons from academic authorities / / Stephen Brown |
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Pubbl/distr/stampa |
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ISBN |
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1-4129-0265-7 |
1-281-25175-5 |
9786611251758 |
1-84787-110-0 |
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Descrizione fisica |
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1 online resource (272 p.) |
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Disciplina |
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Soggetti |
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Business writing |
Marketing |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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 |
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Sommario/riassunto |
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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 reputations are enhanced, by the written word. |
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