Miles Marketing, Rhetoric and Control

The Magical Foundations of Marketing Theory
Erscheinungsjahr 2018
ISBN: 978-1-317-21258-4
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten

Reihe: Routledge Studies in Marketing

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, it investigates the shifting manner in which marketing has dealt with issues of control, compliance, management, and empowerment, exposing the way in which discourse patterns of science have been used to countervail and counterpoint the suspicions and accusations of irrationality and undue influence that have surrounded the discipline since its inception. Demonstrating that this relationship is not just one-way, this book also looks at the ways in which discourses surrounding magic (in both historical and contemporary instantiations), and proto-sciences such as Mesmerism, are suffused with marketing strategies and constructions.

The conclusions of the book is that marketing, rhetoric, science, and magic have intimate similarities in their discourses and these similarities become most obvious when the issue of control (of objects, people, institutions, and processes) is foregrounded. The study not only serves as an argument for marketing's broad interdisciplinary connections, but also makes a strong case for the re-disciplining of academic marketing, away from a reliance on narratives of control and towards a more humanistic, reflexive focus on journeys of mutual persuasion and discovery.

The book is aimed primarily at researchers/academics working in the field of marketing and marketing communication and the related disciplines of marketing theory, critical marketing and digital marketing. As well as marketing academics in business schools this would also include those working in the areas of media and communication studies who have an interest in commercial/corporate communication, brand use of interactive media, and communication theory.

Autoren/Hrsg.

Miles, Christopher

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

List of Tables and Figures Foreword Preface Chapter 1. Introduction. Chapter 2. Rhetoric in/as Marketing.
Chapter 3. Control and the Disciplining of Marketing.
Chapter 4. Persuasion and the Enchantment of Marketing. Interlude: John Dee and the Quest for Value.
Chapter 5. Science and Scientism in Academic Marketing Discourse. Chapter 6. Rhetoric and Magic/Science. Interlude: The Shaman, the Database, and the Rhetoric of Power: the case of The Sorcerer's Apprentice. Chapter 7. The Glamour of Brands.
Chapter 8. The Spell of Empowerment.
Chapter 9. The Invocation of Dialogue.
Chapter 10. The Fetish of Value Co-Creation.
Chapter 11. An Exorcism/A Disinfection. References Index

Über Autor(innen)

Chris Miles is a Professor at the University of Bournemouth, UK