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

Article

Shepherd, I. 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. https://doi.org/10.1362/0267257054307381
TypeArticle
TitleFrom cattle and coke to Charlie: meeting the challenge of self marketing and personal branding
AuthorsShepherd, I.
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.

PublisherWestburn Publishers Ltd
JournalJournal of Marketing Management
ISSN1472-1376
Publication dates
Print2005
Publication process dates
Deposited05 Oct 2010
Output statusPublished
Copyright Statement

Pre-refereed version as allowd by publisher.

Digital Object Identifier (DOI)https://doi.org/10.1362/0267257054307381
LanguageEnglish
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