Writing Marketing: Literary Lessons from Academic Authorites

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 their reputations are enhanced, by the written word. 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.

This is the first such study. It offers a detailed reading of five renowned marketing writers - Theodore Levitt, Philip Kotler, Shelby Hunt, Wroe Alderson and Morris Holbrook - and draws lessons that can be adopted, with profit, by everyone else. Although it isn't a 'how to' book - there are no lengthy lists of dos and don'ts - it reveals the practical writing lessons that can be gleaned from studying the greats.

Writing Marketing is insightful, illuminating and iconoclastic. It is a must-read for every marketing academic, irrespective of their methodological inclinations or philosophical preferences.