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

Zusatztext "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 Informationen zum Autor Chris Miles is a Senior Lecturer in Marketing & Communication at Bournemouth University, UK. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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

Produktdetails

• Autoren: MILES, Chris Miles, Christopher Miles, Christopher (Queen Mary Miles, Miles Christopher
• Verlag: Taylor & Francis Ltd.
• Sprache: Englisch
• Produktform: Fester Einband
• Erschienen: 31.05.2018
• EAN: 9781138667273
• ISBN: 978-1-138-66727-3
• Seiten: 216
• Serien: Routledge Studies in Marketing; Routledge Studies in Marketing
• Themen: Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Werbung, Marketing; Business & Economics / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, Sales & marketing, Sales and marketing