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| Author: | Shepherd, I. D. H. |
| Title: | From cattle and Coke to Charlie: meeting the challenge of self marketing and personal branding |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 589-606 |
| Index terms: | Brands Discipline Marketing theory |
| Language: | eng |
| Abstract: | This paper discusses self marketing and personal branding which have been increasing since the late 1990s. Only little of this enthusiasm seems to have been transferred to the discipline of marketing. Theoretical basis of self marketing and personal branding is explored and some of the conceptual, practical and ethical problems and challenges, related to the discipline, are identified. |
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