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- Title
Theodore Levitt, Morris Holbrook, and the Anxiety of Immanence.
- Authors
Brown, Stephen
- Abstract
I was reminded of this incident when I read the comments of Professors Levitt and Holbrook on my Journal of Marketing article, which argued for a literary approach to the marketing literature (Brown 1999). In it, I singled out their work as the very best that marketing has to offer--in a stylistic sense--and suggested that those of us who toil in thoroughly deserved obscurity have much to learn from their scintillating scholarly prose. What's more, I offered a comparative reading of their oeuvres in terms of Harold Bloom's anxiety of influence thesis, a psychoanalytically inflected model of the often uneasy relationship between ambitious poets and their illustrious predecessors. Yet, despite my attempted homage to their superlative academic achievements, both Levitt and Holbrook have taken exception to my contentions, albeit in very different ways. I am grateful for this opportunity to respond to their comments. Theodore
- Subjects
MARKETING literature; LEVITT, Theodore; HOLBROOK, Morris; MARKETING; CRITICISM; LETTERS to the editor
- Publication
Journal of Marketing, 2000, Vol 64, Issue 1, p88
- ISSN
0022-2429
- Publication type
Editorial
- DOI
10.1509/jmkg.64.1.88.17984