The Resource Marketing, Rhetoric and Control, Miles, Christopher, (electronic resource)

Marketing, Rhetoric and Control, Miles, Christopher, (electronic resource)

Label
Marketing, Rhetoric and Control
Title
Marketing, Rhetoric and Control
Statement of responsibility
Miles, Christopher
Creator
Contributor
Author
Subject
Genre
Language
  • eng
  • eng
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
http://library.link/vocab/creatorName
Miles, Christopher
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Safari, an O’Reilly Media Company
Label
Marketing, Rhetoric and Control, Miles, Christopher, (electronic resource)
Link
Instantiates
Publication
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
unknown
Edition
1st edition
Extent
1 online resource (216 pages)
Form of item
online
Issuing body
Made available through: Safari, an O’Reilly Media Company.
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
  • YE73133
  • 9781317212577
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
(CaSebORM)9781317212577
System details
Mode of access: World Wide Web
Label
Marketing, Rhetoric and Control, Miles, Christopher, (electronic resource)
Link
Publication
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
unknown
Edition
1st edition
Extent
1 online resource (216 pages)
Form of item
online
Issuing body
Made available through: Safari, an O’Reilly Media Company.
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
  • YE73133
  • 9781317212577
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
(CaSebORM)9781317212577
System details
Mode of access: World Wide Web

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