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Rhetorical business – A study of marketing work in the spirit of contradiction

Nilsson, Tomas, (författare)
Lunds universitet, Lund University, Samhällsvetenskapliga fakulteten, Faculty of Social Sciences, Samhällsvetenskapliga institutioner och centrumbildningar, Departments of Administrative, Economic and Social Sciences, Institutionen för service management och tjänstevetenskap, Department of Service Management and Service Studies
Lunds universitet Institutionen för service management och tjänstevetenskap. (creator_code:org_t)
ISBN 978-91-7623-564-5 (pdf)
2015
Engelska 205 s.
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  • Doktorsavhandling (övrigt vetenskapligt)
Abstract Ämnesord
Stäng  
  • 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)
SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Tvärvetenskapliga studier (hsv//swe)
SOCIAL SCIENCES  -- Other Social Sciences -- Social Sciences Interdisciplinary (hsv//eng)
SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

ethnography
consulting
professional services
knowledge-intensive services
sophists
argumentation
rhetoric
marketing work
marketing practice
Marketing
rhetorical analysis
Marketing
Marknadsföring
Marketing practice
Marketing work
Rhetoric
Argumentation
Sophists
Knowledge-intensive services
Professional services
Consulting
Ethnography

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