Abstract
Once upon a time, failure was believed to be a very bad thing. It is now seen as a means of living happily ever after. For some fail-fans, it is a magic kingdom called Acadreamia, where missteps make marketers stronger. For others, it is a heinous haunted mansion, ReviewView, where recurring nightmares reside. An unembellished autoethnography, this essay tells the blood-curdling tale of the author’s failed attempt to write a bestseller about failure. A marketing monstrosity, it has few redeeming features.
Original language | English |
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Pages (from-to) | 829-840 |
Number of pages | 12 |
Journal | Journal of Marketing Management |
Volume | 39 |
Issue number | 9-10 |
Early online date | 1 Jun 2023 |
DOIs |
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Publication status | Published online - 1 Jun 2023 |
Bibliographical note
Publisher Copyright:© 2023 Westburn Publishers Ltd.
Keywords
- Marketing
- Strategy and Management
- Autoethnography
- Fail Better!
- fear factor
- fairy story
- Failure