This paper discusses how the author has, over the years, used imaginative literature—novels, short stories, science fiction—in his classes to highlight macromarketing themes. The argument is that imaginative literature can be used as powerful sources to educate in ways that traditional lectures, textbooks, journal articles and case studies cannot. Imaginative literature sticks where the traditional teaching approaches do not. Sources for help in identifying literature that can be used, for those unfamiliar with the literature portraying business, are suggested.
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