Marketing, Rhetoric and Control : The Magical Foundations of Marketing Theory / by Christopher Miles.

Format:

Book

Author/Creator:

Miles, Christopher, author.

Series:

Routledge studies in marketing.

Routledge studies in marketing

Language:

English

Subjects (All):

Marketing--Philosophy.

Marketing.

Physical Description:

1 online resource (225 pages).

Edition:

1st edition

Place of Publication:

Boca Raton, FL : Routledge, an imprint of Taylor and Francis, 2018.

System Details:

text file

Summary:

Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice.Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments.This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.

Contents:

Introduction

A history of rhetoric for marketers

Marketing scholarship and rhetoric

Control and the discourse of marketing science

A rhetorical approach to marketing as exchange

Marketing and sophism : a comparison

Magic, sympathy, and language

The magical roots of rhetoric

Magical persuasion and marketing

A sophistic marketing.

Notes:

Includes index.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781317212577

1317212576

9781315618982

1315618982

9781317212584

1317212584

OCLC:

1032650295