Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
}
TY - CHAP
T1 - Dante Leave Homer Without It
T2 - On Epics, Umbras and Authorpreneurs
AU - Brown, Stephen
AU - Patterson, Anthony
PY - 2020/7/31
Y1 - 2020/7/31
N2 - 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?
AB - 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?
M3 - Chapter
SN - 9781785364563
SP - 17
EP - 33
BT - Handbook of Entrepreneurship and Marketing
A2 - Fillis, Ian
A2 - Telford, Nicholas
PB - Edward Elgar Publishing
CY - Cheltenham
ER -