- Hardcover: 272 pages
- Publisher: Sage Publications Ltd (24 Aug 2005)
- Language English
- ISBN-10: 1412902657
- ISBN-13: 978-1412902656
- Product Dimensions: 24.2 x 16.3 x 1.9 cm
- Amazon Bestsellers Rank: 5,378,908 in Books (See Top 100 in Books)
- See Complete Table of Contents
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'Using a type of language that appears not only fascinating but genuinely fascinated, the book addresses a theme that is of great technical significance for the marketing scholar, concerning the field of literature seen as a tool that serves the purpose of communicating research but which, on another level, affects the very manner of conducting research. This theme is explored by Brown with considerable analytical complexity, through an in-depth investigation of the link between authorial profile and the literary works generated by the given author. These observations clearly illustrate why Writing Marketing constitutes extremely interesting reading material for a public of specialists in the discipline' - Journal of Business-to-Business Marketing
Review
'Using a type of language that appears not only fascinating but genuinely fascinated, the book addresses a theme that is of great technical significance for the marketing scholar, concerning the field of literature seen as a tool that serves the purpose of communicating research but which, on another level, affects the very manner of conducting research. This theme is explored by Brown with considerable analytical complexity, through an in-depth investigation of the link between authorial profile and the literary works generated by the given author. These observations clearly illustrate why Writing Marketing constitutes extremely interesting reading material for a public of specialists in the discipline' -
Journal of Business-to-Business Marketing
Journal of Business-to-Business Marketing
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1 of 1 people found the following review helpful
Wonderful Book on Marketing's Brightest and Best Writers
22 Feb 2006
Format:Paperback
This book is a fantastic read, and is to my mind at least, the best book that Stephen Brown has written to date. In this book, he takes five world renowned marketing writers (Philip Kotler, Ted Levitt, Shelby Hunt, Wroe Alderson, Morris Holbrook) and develops an analysis of the writing styles of these authors. He also uses a variety of different interpretative frameworks to do this, such as Marxism, Literary Criticism, Subjective Personal Introspection and Postmodernism, all of which help to shed light on the literary styles of the marketing greats.
This book is highly educational, as it provides the reader with a complete overview of the works of these famous authors, and a highly engaging academic analysis of their writing styles. Brown also provides a chapter at the end of the book on the art (yes, art!) of good writing in marketing, and some tips which are useful to both seasoned academics and student beginners.
Overall, I think "Writing Marketing" is a must read for every student of marketing, undergraduate or postgraduate, assistant professor or Department Dean, as it is a lively and quite brilliant analysis of the best writers in the field of marketing, and one of the few texts that adequately addresses the subject of writing in the marketing discipline.
This book is highly educational, as it provides the reader with a complete overview of the works of these famous authors, and a highly engaging academic analysis of their writing styles. Brown also provides a chapter at the end of the book on the art (yes, art!) of good writing in marketing, and some tips which are useful to both seasoned academics and student beginners.
Overall, I think "Writing Marketing" is a must read for every student of marketing, undergraduate or postgraduate, assistant professor or Department Dean, as it is a lively and quite brilliant analysis of the best writers in the field of marketing, and one of the few texts that adequately addresses the subject of writing in the marketing discipline.
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