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Books > Business & Economics > Business & management > Sales & marketing
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Marketing, Rhetoric and Control - The Magical Foundations of Marketing Theory (Paperback)
Loot Price: R1,289
Discovery Miles 12 890
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Marketing, Rhetoric and Control - The Magical Foundations of Marketing Theory (Paperback)
Series: Routledge Studies in Marketing
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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.
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