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The Critical Value of Two Articles by Southgate and by Spero and Stone - Literature review Example

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The paper "The Critical Value of Two Articles by Southgate and by Spero and Stone" states that the lack of supporting evidence, or use of selective evidence, undermines any credibility that might exist.  Both articles were correct in much of what they predicted…
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The Critical Value of Two Articles by Southgate and by Spero and Stone
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Download file to see previous pages An appraisal of the contexts and limitations of the data and results will be undertaken. The essay will conclude with a brief summary of the findings of the analysis.
Southgate sets out to debunk the ideas of “cool” and “coolhunting” in favour of the more traditional approach of marketing planning, stating that searching for the next “cool” idea is ultimately self-defeating, as everything that was once “cool” is rendered “uncool” once adopted by the masses. The idea of “cool” had resurfaced in the UK as a political effort to rebrand the UK as a good place for business. The phrase “Cool Britannia” was adopted to reflect this (see, for example, MacLeod 2000, Fisher 2002, Ahmed and Townsend 2003 and Henderson 2004). This article reflects the time within which it is written and, fortunately for Southgate, the ideas of “cool” and “coolhunting” were, indeed, fads. His claim is potentially biased, though, by being (presumably) a marketing agency consultant.
When compared to other research objectives, this article could appear frivolous. Kitchen et al (2008) set out, for example, to consider the relationship between integrated marketing communications’ theory and practice, which appears a more useful area for investigation as marketing and marketing communications are subject to rapid changes in practice that sometimes precede academic findings. This article also reviews an area that is extremely important to other marketers and professionals and will continue to be of interest as the field continues to develop. McArthur and Griffin (1997) wanted to clarify the state of the discipline at that time as several inconsistencies had been reported. Such an article serves not only to provide an account of the inconsistencies and why they might have occurred but also provides future academics and professionals with a staging point for IMC theory. ...Download file to see next pagesRead More
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