When it comes down to marketing, your delivery is arguably one of the most important parts of it. You need to impose a certain emotion or cater to a specific group that is going to be interested in your product. Giving off the wrong impression could yield poor sales or even misuse of your product which can become a liability. As far as using marketing in something like a scholarly article, you're most likely going to be trying to lay down statistics regarding your product, provide research that points to your product being superior to a competitor's, or clear up any misconceptions by a skeptic. Being that it's a scholarly piece, attention to political correctness will be given and the piece's tone will stay professional throughout.
In a Scholarly piece posted on the American Marketing Association's website, the authors talk about how marketing is changing and provide research to back their claims. The article is clear and concise as well as monotone and emotionless. The article was posted in order to educate and inform instead of attempting to convince. The authors also do not stray from using words that would otherwise go over most people's heads in both context and definition. In another piece on the web, one that was written for the more casual reader, the author talks about the basics of marketing. The dos and don'ts of it if you will. Dishonesty, expense versus investment, and use of free forms of marketing are covered in the piece. The author does not provide facts and keeps the word choice at a more casual level. Considering delivery and style are integral in marketing, and a broad knowledge of how to correctly use these tactics is necessary in order to make it in the field.
By: Maxamilian Tarpey
Sources:
http://journals.ama.org/doi/abs/10.1509/jmkg.68.1.1.24036
http://www.daytondailynews.com/news/business/vallone-marketing-involves-honesty-and-investment/nqQGy/
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