Skip to main content

Writing Marketing: The Clause That Refreshes

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

Whatever their philosophical, methodological and epistemological differences, marketing academics have one thing in common. They are writers. They publish or perish. They produce books, articles, case studies and, on occasion, articles for top-notch journals like JMM. Writing, however, is rarely given much thought by the scholarly community. It is considered a chore, an obligation, a tiresome task between completing the research and seeing it published. This paper examines the often uneasy relationship between marketing and writing. Based upon a study of best academic practice, it shows that there's more to outstanding writing than many suppose. It's not simply a matter of short sentences, plain prose and setting out the facts succinctly. Writing marketing also involves an appreciation of the 3R's, all of which run counter to academic custom and scholarly practice.

Keywords: PUBLICATIONS; RHETORIC; THE 3R'S; WRITING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725704323080434

Publication date: April 1, 2004

More about this publication?
routledg/jmm/2004/00000020/F0020003/art00003
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more