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
File
Permalink -

https://repository.mdx.ac.uk/item/82zy8

Log in to edit

Download files

  • 85
    total views
  • 511
    total downloads
  • 6
    views this month
  • 45
    downloads this month

Export as

Related outputs

Data Analytics
Shepherd, I. and Hearne, G. 2019. Data Analytics. in: Evans, J. and Southall, H. (ed.) Data in society: challenging statistics in an age of globalisation UK Bristol University Press/Policy Press. pp. 35-45
Where have all the (Martello) Towers gone: new sources for investigating OS map redaction
Shepherd, I. and Chilton, S. 2015. Where have all the (Martello) Towers gone: new sources for investigating OS map redaction. Sheetlines.
VALCRI: addressing European needs for information exploitation of large complex data in criminal intelligence analysis
Wong, B., Zhang, L. and Shepherd, I. 2014. VALCRI: addressing European needs for information exploitation of large complex data in criminal intelligence analysis. European Data Forum 2014. Athens, Greece 19 - 20 Mar 2014
Religious marketing: reflections from the other side of politics
Shepherd, I. 2004. Religious marketing: reflections from the other side of politics. Journal of public affairs. 4 (3), pp. 317-341. https://doi.org/10.1002/pa.193
Travails in the third dimension: a critical evaluation of three-dimensional geographical visualization
Shepherd, I. 2008. Travails in the third dimension: a critical evaluation of three-dimensional geographical visualization. in: Dodge, M., McDerby, M. and Turner, M. (ed.) Geographic visualization: concepts, tools and applications. Chichester John Wiley & Sons. pp. 199-222
Videogames: the new GIS?
Shepherd, I. and Bleasdale-Shepherd, I. 2009. Videogames: the new GIS? in: Lin, H. and Batty, M. (ed.) Virtual geographic environments Beijing Science Press.
Developing an inclusive curriculum for visually disabled students
Shepherd, I. 2006. Developing an inclusive curriculum for visually disabled students. Cheltenham, UK Geography Discipline Network (GDN), and Higher Education Funding Council for England (HFCE).
It's only a game: using interactive graphics middleware to visualise historical data
Shepherd, I. 2002. It's only a game: using interactive graphics middleware to visualise historical data. Society of Cartographers Bulletin. 36 (2), pp. 51-55.
From geography department to business school: strategies for transplanting GIS courses between disciplines
Shepherd, I. 2009. From geography department to business school: strategies for transplanting GIS courses between disciplines. Journal of Geography in Higher Education. 33 (Supple), pp. 28-45. https://doi.org/10.1080/03098260903034038
'Culture' and 'communication' in intercultural communication.
Durant, A. and Shepherd, I. 2009. 'Culture' and 'communication' in intercultural communication. European Journal of English Studies. 13 (2), pp. 147-162.
The design-by-adaptation approach to universal access: learning from videogame technology
Shepherd, I. and Bleasdale-Shepherd, I. 2010. The design-by-adaptation approach to universal access: learning from videogame technology. Universal Access in the Information Society. 10 (3), pp. 319-336. https://doi.org/10.1007/s10209-010-0204-x
Integration of geographic information system and RADARSAT synthetic aperture radar data using a self-organizing map network as compensation for realtime ground data in automatic image classification
Shepherd, I., Passmore, P. and Kamal, M. 2010. Integration of geographic information system and RADARSAT synthetic aperture radar data using a self-organizing map network as compensation for realtime ground data in automatic image classification. Journal of Applied Remote Sensing. 4 (1), pp. 1-13. https://doi.org/10.1117/1.3457166
How has NHS Direct changed primary care provision.
Mark, A. and Shepherd, I. 2003. How has NHS Direct changed primary care provision. Journal of telemedicine and telecare. 9 (8), pp. 57-59. https://doi.org/10.1258/135763303322196367
NHS Direct: managing demand for primary care?
Mark, A. and Shepherd, I. 2007. NHS Direct: managing demand for primary care? The International Journal of Health Planning and Management. 19 (1), pp. 79-91. https://doi.org/10.1002/hpm.746