successfully with customers, yet marketing academics seem to have forgotten this fact. The stories we tell, in our papers, books … managers and would-be managers – deserve better. It argues that marketing academia can improve its storytelling skills by … studying bestselling novels. Two marketing-saturated bestsellers, Bridget Jones's Diary and Fight Club, are examined in detail …

, our teams, our territories. Humankind’s bestial bent is no less apparent in marketing, where brand animals, mascots and … considers marketing’s anthropomorphic propensity, attempts to account for its omnipresence and conducts a content analysis of …