Machiavelli, Marketing and Management Revisited

Introduction Machiavelli in 2025
Patricia Rees

Part I: Marketing

1. The Unfortunate Metamorphosis of Andrej Babiš: From Moderate Liberalism to Failed Machiavellian Pragmatism
Anna Shavit and Marcela Konrádová

2. Machiavelli, Performative Politics, and Post-Truth Populism
Darren Lilleker and Thomas Stoeckle

3. A Machiavellian Digital Media
Christopher Robertson and Phil Harris

Part II: Management

4. Machiavelli's Secret: The Unity of a Leader's Talents and Adaptability to Reality: Leadership – A Practitioner’s Perspective
Maurizio Bragagni

5. Did Machiavelli Advise Tesco? The Marketing of Large-Scale Grocery Retailers
Gary Davies

6. COVID-19 and Strategic Corporate Philanthropy
Theresa Robberts

Part III: Political Management and Philosophy

7. Charismatic Leadership and Machiavelli
Alberto Bitonti, Antonio Funiciello, and Claudia Mariotti

8. Myth and Meaning of Machiavelli for Contemporary Public Affairs
Arco Timmermans

9. Putin as Czar: On the Machiavellian Nature of a Modern Russian Despot
Paul Baines

10. Machiavelli and Trump: The Media’s Portrayal of a Want-to-Be Prince
Nada Hashmi and Anjali S. Bal

Part IV: The Global Cultural Dimension

11. Machiavelli in the Digital and Social Media Realms: Influencing Movements, Human Brands, and Narratives
Andrew Hughes

12. Machiavelli's and Sun Tzu’s Influence on Public Affairs
Phil Harris and Christopher Robertson

13. The Use and Abuse of Power – A Turkish/Erdoganist Perspective
Ozlem Ozdemir

14. Contemporary Machiavellian Fascists? The Case of Greece’s Golden Dawn Party
Ioannis Kolovos

15. Machiavelli's Influence on Modern Politics – An Austrian Perspective
Axel Scheucher and Christian Scheucher

16. Vignettes
Geoff Allen, Rosaline Cheng and Rob Mcloughlin

End Piece
Phil Harris

Biography

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.

'The Machiavelli scholars return after 25 years with new discussions of that great thinker as his work applies to marketing and management in the 21st century. A variety of distinguished contributors provide enlightened descriptions and insightful defences of Machiavelli’s relevance to contemporary marketing concepts and current business practices. This updated collection is something we should all read. Anew.'

Morris B. Holbrook,  W. T. Dillard Professor Emeritus, Graduate School of Business, Columbia University, New York, USA

'25 years after the foundational text, this new edition masterfully traces the enduring influence of Machiavelli’s principles across the current political and business landscape, from big tech and surveillance capitalism to retail and marketing strategies, and from emergent political movements and geopolitical developments to the tactics of leaders such as Erdoğan, Trump, and Putin, as well as Elon Musk and Jeff Bezos. The text treats its material with a rarely seen balance of deep intelligence and care. The reader is served by a rich tapestry of insights across topics and case studies, and with each chapter finely balancing the application of Machiavelli with a thoughtful reflection on modern-day politics and business. An absolute must-read for anyone interested in understanding how age-old processes of power and influence are being redefined and linked to the common good in a fast-changing and interconnected political, business, and technological world.'

Professor Joep Cornelissen, Erasmus University Rotterdam

'Machiavelli’s insights into power, strategy, and human nature have proven to be not just timeless but increasingly relevant in the modern world of marketing, business, and politics. This book, Machiavelli, Marketing and Management: Revisited, brilliantly brings the ideas of the masterful Florentine into the 21st century, exploring how his principles continue to shape contemporary marketing practices and management strategies. The thought-provoking analysis in this book sheds light on the ongoing influence of Machiavellian thought. It draws clear parallels between Machiavelli’s pragmatic guidance and the ethical complexities faced by today’s business leaders, while also challenging readers to consider the subtle nuances of power, trust, and perception in a world where success is no longer merely a matter of skill but also of strategic positioning. This book is a captivating read for anyone interested in the intersection of classical philosophy and modern marketing and management. This book offers both an academic and practical perspective, making Machiavelli’s teachings accessible to a new generation of academics and professionals.'

Professor Catheryn Khoo, Visiting Professor, Darla Moore Business School, University of South Carolina, USA

'Machiavelli, Marketing and Management: Revisited, masterfully connects Renaissance strategy with today’s business challenges. A compelling read, it offers sharp insights into leadership, persuasion, and strategy, making it invaluable for managers, policymakers, and entrepreneurs. A must-have resource for leaders eager to master the art of strategic thinking in a competitive world.  A must-read for modern professionals!'

Professor Wing Lam, Bangor University, Wales, UK