1st Edition
Marketing, Rhetoric and Control The Magical Foundations of Marketing Theory
By Christopher Miles
Copyright 2018
224 Pages
by
Routledge
224 Pages
by
Routledge
224 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
Biography
Chris Miles is a Senior Lecturer in Marketing & Communication at Bournemouth University, UK.
"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
