From cattle and coke to Charlie: meeting the challenge of self marketing and personal branding

Shepherd, Ifan D. H. (2005) From cattle and coke to Charlie: meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21 (5-6). pp. 589-606. ISSN 1472-1376

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Abstract

Since the late 1990s, self marketing and personal branding have become increasingly popular as subjects of self-improvement books, Web sites and consultancy services, especially in the USA. To date, little of this interest appears to have permeated the discipline of marketing, either in terms of formal research, textbook contents or academic curricula. This paper examines the theoretical basis of self marketing and personal branding, identifies some of the conceptual, practical and ethical problems it poses for the discipline, and points to some of the challenges facing higher education in attempting to create a curricular framework within which marketing professionals can learn how to market and brand themselves effectively.

Item Type:Article
Research Areas:Business School > Leadership, Work and Organisations
ID Code:6582
Permissions granted by publisher:Pre-refereed version as allowd by publisher.
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Deposited On:05 Oct 2010 15:04
Last Modified:18 Jul 2014 17:45

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