Writing Marketing: Literary Lessons from Academic Authorites

This book uses the tools of literary criticism to "interrogate the published works of five influential marketing academics...whose writing has helped shape the development of the marketing discipline in the modern, post-war era." The book aims "(i) to identify the practical lessons that can be learned from past masters of the marketing article; (ii) to provide an introduction to literary theory with worked examples drawn from marketing writings rather than metaphorical 'texts' like advertisements and service encounters; and (iii) to move beyond the normative analyses of 'how to' guidebooks...and focus instead on positive approaches to writing marketing." Author information is not given. Annotation ©2006 Book News, Inc., Portland, OR