Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory

ISBN-13: 9780367734787 / Angielski / Miękka / 2020 / 216 str.

Christopher Miles

Opis

Marketing, Rhetoric and Control examines the tensions between the science and the magical in marketing through analysis of the rhetorical and narrative strategies embedded in practitioner and academic discourse.

Recenzje

"There is nothing "mere" about rhetoric. Long demonised and often misrepresented, rhetoric is an ancient artform whose time has come. As Miles shows in this exemplary text, rhetoric is central to the modern marketing condition. Marketers' seemingly magical ability to cast spells of delight, desire, distinction over delirious consumers is rooted in their rhetorical acumen. A sagacious review of the principal rhetorical traditions and a brilliantly-written reading of marketing principles and practices, Miles' book is a rhetorical triumph. In a word, it's magic!" -Stephen Brown, Ulster University, United Kingdom

Spis treści

Chapter 1 A History of Rhetoric for Marketers

Chapter 2 Marketing Scholarship and Rhetoric

Chapter 3 Control and the Discourse of Marketing Science

Chapter 4 A Rhetorical Approach to Marketing as Exchange

Chapter 5 Marketing and Sophism – a comparison

Chapter 6 Magic, Sympathy, and Language

Chapter 7 The Magical Roots of Rhetoric

Chapter 8 Magical Persuasion and Marketing

Chapter 9 A Sophistic Marketing

 

O autorze

Chris Miles is a Senior Lecturer in Marketing & Communication at Bournemouth University, UK.