Strategic marketing with weasel words

Research output: Contribution to journalArticlepeer-review

Abstract

There are the countless intriguing examples of international marketing jargon that invade our everyday lives, dreamed up by some of the best and worst lights of a allegedly intellectual giants. Often known as 'weasel words', there is something irresistible in making light of seemingly innocent but often meaningless phrases, pausing to give thought about what is their real intention. Also used strategically by those who are often gifted with little ingenuity or vision, these expressions rely on the presumed ignorance of the consumers they are trying to reach. As banal as many of them may be, in the hands of an experienced marketer they can either be quite compelling or provide a curious mixture of bemusement and comedy to those who can immediately see through them. This paper has researched some of the marketing techniques used by those professions worldwide that rank among the least trusted by the public and to uncover what they really mean behind the facade.
Original languageEnglish
Pages (from-to)123-127
Number of pages5
JournalInternational journal of strategic management
Volume11
Issue number3
Publication statusPublished - 2011

Keywords

  • marketing
  • weasel words
  • sales
  • real estate
  • realtors
  • used cars
  • retail

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