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Marketing is a very diverse discipline, dealing with everything from the costs of globalization tthe 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 Writing Marketing is the first such study It offers a detailed reading of five renowned marketing writers, ranging from Ted Levitt tMorris Holbrook, and draws lessons that can be adopted, with profit, by everyone else Although it is not a how to book – there are nlengthy lists of dos and donts – 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
