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.
Mục lục
The ABCs of Writing MarketingThe 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
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