Marketing Rhetoric And Control

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Marketing, Rhetoric and Control

Christopher Miles
Marketing Rhetoric and Control Book PDF

Author : Christopher Miles
Publisher : Routledge
Page : 363 pages
File Size : 49,8 Mb
Release : 2018-04-19
Category : Business & Economics
ISBN : 9781317212577

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Marketing, Rhetoric and Control by Christopher Miles Pdf

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.

The Rhetoric and Reality of Marketing

P. Kitchen
The Rhetoric and Reality of Marketing Book PDF

Author : P. Kitchen
Publisher : Springer
Page : 220 pages
File Size : 45,7 Mb
Release : 2003-04-14
Category : Business & Economics
ISBN : 9780230554702

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The Rhetoric and Reality of Marketing by P. Kitchen Pdf

This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.

Interactive Marketing

Christopher Miles
Interactive Marketing Book PDF

Author : Christopher Miles
Publisher : Routledge
Page : 516 pages
File Size : 54,8 Mb
Release : 2010-05-18
Category : Business & Economics
ISBN : 9781136973949

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Interactive Marketing by Christopher Miles Pdf

This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positioning of interactivity as the savior of effective marketing communication. Yet, what exactly is meant by interactivity in these contexts and how far does it represent a revolution in the methodologies of marketing? Anchoring his analysis in a critique of the assumptions of control embedded in current marketing communication models and the rhetorical analysis of exemplar texts from the Marketing Management, Customer Relationship Management, Viral Marketing and Buzz Marketing paradigms, Chris Miles investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary marketing discourses. In doing so, he offers a radical new model of marketing based upon a recursive, constructivist understanding of communication that uses metaphors of invitation and exploration to rebuild interactivity at the center of marketing. The work culminates in a reading of the theory of Relationship Marketing that uses autism as an allegory to interrogate the communicative paradox at the heart of this contemporary marketing panacea.

The Marketing of Service-Dominant Logic

Chris Miles
The Marketing of Service Dominant Logic Book PDF

Author : Chris Miles
Publisher : Springer Nature
Page : 263 pages
File Size : 42,7 Mb
Release : 2023-11-30
Category : Business & Economics
ISBN : 9783031465109

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The Marketing of Service-Dominant Logic by Chris Miles Pdf

​Service-Dominant logic can be described as a mind-set for a unified understanding of the purpose and nature of organizations, markets and society. A concept that was first introduced by Vargo and Lusch in 2004, S-D logic has generated not just a vast host of journal articles and books but has established an expanding sphere of influence across marketing scholarship. In this book, the author uses a rhetorical approach to investigate the ‘marketing’ of Service-Dominant logic, asking how the formulation and presentation of the logic aids in its persuasive promotion. In doing so, the book explores the lexicon choices, metaphors, symbols, and persuasive gambits that have resonated so strongly with marketing academia, with the aim of understanding how these elements work together in a compelling narrative that delivers the logic’s core value proposition of transcendence. The author investigates how these rhetorical strategies have evolved as the S-D logic framework has developed, examining the revisions to its foundational premises and axioms and the introduction of new perspectives such as systems theory. It is the first book-length rhetorical analysis of a single strand of marketing discourse and as such, it serves as a showcase for the methodology, the insights it can provide, and its value for marketing scholarship.

The Virtues of Green Marketing

Erik Bengtson,Oskar Mossberg
The Virtues of Green Marketing Book PDF

Author : Erik Bengtson,Oskar Mossberg
Publisher : Springer Nature
Page : 173 pages
File Size : 55,5 Mb
Release : 2023-06-28
Category : Business & Economics
ISBN : 9783031329791

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The Virtues of Green Marketing by Erik Bengtson,Oskar Mossberg Pdf

This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric. This is an open access book.

Doing Research Projects in Marketing, Management and Consumer Research

Chris Hackley
Doing Research Projects in Marketing Management and Consumer Research Book PDF

Author : Chris Hackley
Publisher : Routledge
Page : 377 pages
File Size : 40,7 Mb
Release : 2003-09-02
Category : Business & Economics
ISBN : 9781134491995

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Doing Research Projects in Marketing, Management and Consumer Research by Chris Hackley Pdf

As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.

The Handbook of Organizational Rhetoric and Communication

Oyvind Ihlen,Robert L. Heath
The Handbook of Organizational Rhetoric and Communication Book PDF

Author : Oyvind Ihlen,Robert L. Heath
Publisher : John Wiley & Sons
Page : 533 pages
File Size : 40,9 Mb
Release : 2018-08-14
Category : Language Arts & Disciplines
ISBN : 9781119265733

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The Handbook of Organizational Rhetoric and Communication by Oyvind Ihlen,Robert L. Heath Pdf

A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric.

Media Rhetoric

Samuel Mateus
Media Rhetoric Book PDF

Author : Samuel Mateus
Publisher : Cambridge Scholars Publishing
Page : 153 pages
File Size : 46,7 Mb
Release : 2021-04-26
Category : Language Arts & Disciplines
ISBN : 9781527568884

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Media Rhetoric by Samuel Mateus Pdf

This volume considers the paramount implications to persuasive communication that media brought regarding how we think, express, argue and feel together. It is concerned with both the media practice of rhetoric activity and the rhetorical practice of media activity: it considers how the media integrated rhetorical speech, and analyses how rhetoric adapted to media societies. Media and rhetoric are highly dependent on each other because, to persuasively communicate today, media must also be considered. The book is about how the media alter the ways we talk, discuss, argue and convince. It is focused on the theoretical and empirical analysis of communication technologies such as advertising and digital technologies as persuasive mechanisms and central tenets of contemporary 21st century rhetoric. Concentrating on two of the most fundamental areas of media rhetoric—advertising and digital media—the six chapters, authored by scholars from around the world, demonstrate how persuasive speech is exerted in, through and by the media.

Research Handbook on Visual Politics

Darren Lilleker,Anastasia Veneti
Research Handbook on Visual Politics Book PDF

Author : Darren Lilleker,Anastasia Veneti
Publisher : Edward Elgar Publishing
Page : 449 pages
File Size : 52,7 Mb
Release : 2023-01-13
Category : Political Science
ISBN : 9781800376939

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Research Handbook on Visual Politics by Darren Lilleker,Anastasia Veneti Pdf

The Research Handbook on Visual Politics focuses on key theories and methodologies for better understanding visual political communication. It also concentrates on the depictions of power within politics, taking a historical and longitudinal approach to the topic of placing visuals within a wider framework of political understanding.

Handbook of Research on Narrative Advertising

Yilmaz, Recep
Handbook of Research on Narrative Advertising Book PDF

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 400 pages
File Size : 50,5 Mb
Release : 2019-06-28
Category : Business & Economics
ISBN : 9781522597919

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Handbook of Research on Narrative Advertising by Yilmaz, Recep Pdf

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Reggae, Rastafari, and the Rhetoric of Social Control

Stephen A. King
Reggae Rastafari and the Rhetoric of Social Control Book PDF

Author : Stephen A. King
Publisher : Univ. Press of Mississippi
Page : 204 pages
File Size : 47,7 Mb
Release : 2014-07-10
Category : Music
ISBN : 9781496800398

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Reggae, Rastafari, and the Rhetoric of Social Control by Stephen A. King Pdf

Who changed Bob Marley’s famous peace-and-love anthem into “Come to Jamaica and feel all right?” When did the Rastafarian fighting white colonial power become the smiling Rastaman spreading beach towels for American tourists? Drawing on research in social movement theory and protest music, Reggae, Rastafari, and the Rhetoric of Social Control traces the history and rise of reggae and the story of how an island nation commandeered the music to fashion an image and entice tourists. Visitors to Jamaica are often unaware that reggae was a revolutionary music rooted in the suffering of Jamaica’s poor. Rastafarians were once a target of police harassment and public condemnation. Now the music is a marketing tool, and the Rastafarians are no longer a “violent counterculture” but an important symbol of Jamaica’s new cultural heritage. This book attempts to explain how the Jamaican establishment’s strategies of social control influenced the evolutionary direction of both the music and the Rastafarian movement. From 1959 to 1971, Jamaica’s popular music became identified with the Rastafarians, a social movement that gave voice to the country’s poor black communities. In response to this challenge, the Jamaican government banned politically controversial reggae songs from the airwaves and jailed or deported Rastafarian leaders. Yet when reggae became internationally popular in the 1970s, divisions among Rastafarians grew wider, spawning a number of pseudo-Rastafarians who embraced only the external symbolism of this worldwide religion. Exploiting this opportunity, Jamaica’s new Prime Minister, Michael Manley, brought Rastafarian political imagery and themes into the mainstream. Eventually, reggae and Rastafari evolved into Jamaica’s chief cultural commodities and tourist attractions.

The Rhetoric of Social Intervention

Susan K. Opt,Mark A. Gring
The Rhetoric of Social Intervention Book PDF

Author : Susan K. Opt,Mark A. Gring
Publisher : SAGE
Page : 561 pages
File Size : 47,9 Mb
Release : 2009
Category : Language Arts & Disciplines
ISBN : 9781412956895

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The Rhetoric of Social Intervention by Susan K. Opt,Mark A. Gring Pdf

The first-ever thorough exploration and discussion of the rhetorical model of social invention [RSI] (initially conceived by rhetorical theorist William R. Brown) for today's students and scholars.

Advances in Advertising Research X

Enrique Bigne,Sara Rosengren
Advances in Advertising Research X Book PDF

Author : Enrique Bigne,Sara Rosengren
Publisher : Springer Nature
Page : 240 pages
File Size : 45,6 Mb
Release : 2019-10-05
Category : Psychology
ISBN : 9783658248789

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Advances in Advertising Research X by Enrique Bigne,Sara Rosengren Pdf

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Explorations in Critical Studies of Advertising

James F. Hamilton,Robert Bodle,Ezequiel Korin
Explorations in Critical Studies of Advertising Book PDF

Author : James F. Hamilton,Robert Bodle,Ezequiel Korin
Publisher : Routledge
Page : 284 pages
File Size : 49,9 Mb
Release : 2016-10-26
Category : Social Science
ISBN : 9781317232971

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Explorations in Critical Studies of Advertising by James F. Hamilton,Robert Bodle,Ezequiel Korin Pdf

This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but develop a theoretical argument.

Go Figure! New Directions in Advertising Rhetoric

Edward F. McQuarrie,Barbara J. Phillips
Go Figure New Directions in Advertising Rhetoric Book PDF

Author : Edward F. McQuarrie,Barbara J. Phillips
Publisher : M.E. Sharpe
Page : 330 pages
File Size : 48,6 Mb
Release : 2008
Category : Art
ISBN : 9780765621337

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Go Figure! New Directions in Advertising Rhetoric by Edward F. McQuarrie,Barbara J. Phillips Pdf

Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric