1.

Record Nr.

UNINA9910784710403321

Autore

Brown Stephen <1955 March 23->

Titolo

Writing marketing [[electronic resource] ] : literary lessons from academic authorities / / Stephen Brown

Pubbl/distr/stampa

London, : SAGE, 2005

ISBN

1-4129-0265-7

1-281-25175-5

9786611251758

1-84787-110-0

Descrizione fisica

1 online resource (265 p.)

Disciplina

808.066658

Soggetti

Business writing

Marketing

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Note generali

Description based upon print version of record.

Nota di bibliografia

Includes bibliographical references and index.

Nota di contenuto

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

Sommario/riassunto

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.