Machiavelli, Marketing and Management

This second fascinating and cutting-edge text provides insight into the meaning and interpretation of Machiavelli and his works for management, marketing, and political thought and highlights their particular relevance to the manager and policymaker today. By bringing together contributions from authors, both academic and practitioner, this book addresses a number of common themes relating to the influences and arguments of perhaps the first political scientist and advocate of sound management and marketing principles. The volume covers a wide range of topics, including modern management and leadership, public affairs, technology, marketing, populist and fascist governments, and strategic corporate philanthropy. Machiavelli, Marketing and Management: Revisited will be of great interest to all practitioners, students, and scholars of management, marketing, political science, and public affairs.

Phil Harris is Professor Emeritus of Marketing and Public Affairs, University of Chester. Andrew Lock is Emeritus Professor, University of Leeds. Patricia Rees is Professor Emerita, Manchester Metropolitan University.

Introduction Machiavelli in 2025 Part I: Marketing 1. The Unfortunate Metamorphosis of Andrej BabiS: From Moderate Liberalism to Failed Machiavellian Pragmatism 2. Machiavelli, Performative Politics, and Post-Truth Populism 3. A Machiavellian Digital Media Part II: Management 4. Machiavelli's Secret: The Unity of a Leader's Talents and Adaptability to Reality: Leadership - A Practitioner's Perspective 5. Did Machiavelli Advise Tesco? The Marketing of Large-Scale Grocery Retailers 6. COVID-19 and Strategic Corporate Philanthropy Part III: Political Management and Philosophy 7. Charismatic Leadership and Machiavelli 8. Myth and Meaning of Machiavelli for Contemporary Public Affairs 9. Putin as Czar: On the Machiavellian Nature of a Modern Russian Despot 10. Machiavelli and Trump: The Media's Portrayal of a Want-to-Be Prince Part IV: The Global Cultural Dimension 11. Machiavelli in the Digital and Social Media Realms: Influencing Movements, Human Brands, and Narratives 12. Machiavelli's and Sun Tzu's Influence on Public Affairs 13. The Use and Abuse of Power - A Turkish/Erdoganist Perspective 14. Contemporary Machiavellian Fascists? The Case of Greece's Golden Dawn Party 15. Machiavelli's Influence on Modern Politics - An Austrian Perspective 16. Vignettes End Piece