Writing Marketing (PDF)
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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.
- Autor: Stephen Brown
- 2008, First Edition, 272 Seiten, Englisch
- Verlag: SAGE Publications
- ISBN-10: 1847871100
- ISBN-13: 9781847871107
- Erscheinungsdatum: 25.03.2008
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 1.13 MB
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