The spectre of kotlerism : a literary appreciation
By: BROWN, Stephen
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Material type: 
ArticlePublisher: 2002Subject(s): Philip Kotler | Marketing | Karl Marx | UtopianismEuropean Management Journal 20, 2, p. 129-146Abstract: It is forty years since Philip Kotler published his first academic paper. In that time, he hjas done more than anyone to disseminate the marketing message. Yet, despite Kotler's powers of proselytization and persuasion, there have been very few studies of these powers. This article, therefore, takes a literary approach to the literacy works of Philip Kotler. More specifically, it employs Marxian precepts to penetrate the surface appearance and expose the sholarly essence of Kotler's corpus. Written in the extended essay format that characterizes works of literary appreciation, it argues that Philip Kotler and Karl Marx are indistinguishable in terms of both conceptual content are indistinguishable in terms of both conceptual content and rhetorical form. This paper moreover, maintains that just as Marx aspired to the dictatorship of the proletariat, so to Kotler has pursued the goal of the dictator-ship of the marketariat
| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Periódico | Biblioteca Graciliano Ramos | Periódico | Not for loan |
It is forty years since Philip Kotler published his first academic paper. In that time, he hjas done more than anyone to disseminate the marketing message. Yet, despite Kotler's powers of proselytization and persuasion, there have been very few studies of these powers. This article, therefore, takes a literary approach to the literacy works of Philip Kotler. More specifically, it employs Marxian precepts to penetrate the surface appearance and expose the sholarly essence of Kotler's corpus. Written in the extended essay format that characterizes works of literary appreciation, it argues that Philip Kotler and Karl Marx are indistinguishable in terms of both conceptual content are indistinguishable in terms of both conceptual content and rhetorical form. This paper moreover, maintains that just as Marx aspired to the dictatorship of the proletariat, so to Kotler has pursued the goal of the dictator-ship of the marketariat
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