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| Tekijä: | Brown, S. |
| Otsikko: | Reading Wroe: on the biopoetics of Alderson's functionalism |
| Lehti: | Marketing Theory
2002 : SEP, VOL. 2:3, p. 243-271 |
| Asiasana: | Marketing Theories Literature |
| Kieli: | eng |
| Tiivistelmä: | Wroe Alderson (1898-1965) is generally considered to be one of the giants of post-war marketing scholarship. The present article seeks to challenge a scholarly stereotype by showing that Alderson was a gifted literary stylist whose reputation as prodigious academician is partly attributable to his allegedly 'unreadable' writing. It utilizes the tools and techniques of biopoetics, an emerging school of literary criticism, to provide a reflexive reading of Wroe's published works. That is to say, it adopts a functionalist approach to functionalism by applying Alderson's concepts to himself. |
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