ABSTRACT
Ernest Hemingway is ancient history. For many, he is the bull elephant of male chauvinism, the great white whale of dead white males, a man who wrote a vile poem about his wife's ‘Jewish vagina’ and recited it to a roomful of soldiers. A Nobel prize-winner he may have been, but such behaviours are inexcusable. If we hold our noses, however, and focus on Hemingway's accomplishments – as opposed to his actions, attitudes, androcentrism or antisemitism – they contain much that is of value to marketing and consumer researchers. A master of social media and self-branding in his day, Hemingway still has something to say to us.
