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Dante Leave Homer Without It: On Epics, Umbras and Authorpreneurs

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNChapter

Publication date31/07/2020
Host publicationHandbook of Entrepreneurship and Marketing
EditorsIan Fillis, Nicholas Telford
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Number of pages17
ISBN (print)9781785364563
<mark>Original language</mark>English


Marketing is dead. Or so they say. They, in this case, being Fred Webster and Bob Lusch (2013), top profs both. According to the distinguished duo – marketing’s self-appointed morticians – our esteemed discipline has passed over, gone west, bit the dust, kicked the bucket, popped its clogs, joined the choir invisible, shuffled off this mortal coil and, not unlike the deceased parrot in Monty Python’s much-exhumed comedy routine, lies a-mouldering in its grave getting ready to meet its maker. Its maker being Peter Drucker, Wroe Alderson or Theodore Levitt, depending on who you talk to. For Webster and Lusch (2013) at any rate, marketing is kaput, capisce?