Turn Your Literature Review Into An Argument

Dr. Thomas is currently a Lecturer (Marketing) at Aston Business School. Dr. Thomas’s primary research interests and publications encompass Brand Management, specifically the areas associated with sponsorship, fandom, co-creation, and brand community. His work has been published the European Journal of Marketing, Computers in Human Behavior, Journal of Marketing Management, Journal of Product and Brand Management, Young Consumers, Strategic Change: Briefings in Entrepreneurial Finance, and IEEE Transactions on Engineering Management. Dr. Thomas sits on the editorial boards for Journal of Product and Brand Management and International Journal of Sport Management and Marketing, winning reviewer of the year for Journal of Product and Brand Management in 2015.

• What is the purpose of literature review?How can I tell the difference between an argument and an academic argument?How do I begin to create to create my argument?How do I progress my argument?How do I convey my argument?Why do I need a counter-argument?How can I make sure I’m creating strong arguments?How can I win my argument?

I am not sure what level this is appropriate for. Maybe this is an issue of national education systems, but here in Germany, this book is too basic for most undergraduates. Even though the points in it are valid and true, in their bullet point form they cannot tackle the more difficult issues our students query.