Rhetorical business : A study of marketing work in the spirit of contradiction
Författare
Summary, in Swedish
Popular Abstract in English
This book investigates marketing work in professional service organizations from a rhetorical perspective. It comes to the conclusion that this work is accomplished by self-reflexive marketers who are reminiscent of the ancient sophists – a diverse group of itinerant advisors whom came to Athens around the fourth century BCE for business reasons. Marketers travel – as did the sophists – from place to place, from idea to idea, much like a nomad who never moves into a territory but passes through it. Employing this perspective denies marketing work a fixed context, time and place. Marketing work is driven by occasionality, carried out by a marketer who is both a hunter and a maker of business opportunities. Marketers also share with sophists a playful attitude to language as they accumulate words and ideas, and then twist and bend them
beyond recognition when arguing for business purposes. Overall this book contributes a multifaceted account of marketing work beyond the framework of conventional marketing ideas. It also shows how rhetorical theory can be used in marketing research to analyse aspects of marketing practice that would
otherwise have been poorly accounted for.
This book investigates marketing work in professional service organizations from a rhetorical perspective. It comes to the conclusion that this work is accomplished by self-reflexive marketers who are reminiscent of the ancient sophists – a diverse group of itinerant advisors whom came to Athens around the fourth century BCE for business reasons. Marketers travel – as did the sophists – from place to place, from idea to idea, much like a nomad who never moves into a territory but passes through it. Employing this perspective denies marketing work a fixed context, time and place. Marketing work is driven by occasionality, carried out by a marketer who is both a hunter and a maker of business opportunities. Marketers also share with sophists a playful attitude to language as they accumulate words and ideas, and then twist and bend them
beyond recognition when arguing for business purposes. Overall this book contributes a multifaceted account of marketing work beyond the framework of conventional marketing ideas. It also shows how rhetorical theory can be used in marketing research to analyse aspects of marketing practice that would
otherwise have been poorly accounted for.
Avdelning/ar
Publiceringsår
2015
Språk
Engelska
Fulltext
Dokumenttyp
Doktorsavhandling
Förlag
Lund University
Ämne
- Business Administration
- Social Sciences Interdisciplinary
Nyckelord
- ethnography
- consulting
- professional services
- knowledge-intensive services
- sophists
- argumentation
- rhetoric
- marketing work
- marketing practice
- Marketing
- rhetorical analysis
Aktiv
Published
ISBN/ISSN/Övrigt
- ISBN: 978-91-7623-564-5
- ISBN: 978-91-7623-563-8
Försvarsdatum
18 december 2015
Försvarstid
13:15
Försvarsplats
U202, Campus Helsingborg, Lunds universitet
Opponent
- Chris Hackley (Professor)