Overview
Demonstrates the substantial transformation that S-D logic has undergone since its introduction
Reveals what makes S-D logic so successful in the cut-throat world of marketing scholarship
Provides an in-depth illustration of the analytical power that a rhetorical perspective brings to marketing thinking
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About this book
​Service-Dominant logic can be described as a mind-set for a unified understanding of the purpose and nature of organizations, markets and society. A concept that was first introduced by Vargo and Lusch in 2004, S-D logic has generated not just a vast host of journal articles and books but has established an expanding sphere of influence across marketing scholarship.
In this book, the author uses a rhetorical approach to investigate the ‘marketing’ of Service-Dominant logic, asking how the formulation and presentation of the logic aids in its persuasive promotion. In doing so, the book explores the lexicon choices, metaphors, symbols, and persuasive gambits that have resonated so strongly with marketing academia, with the aim of understanding how these elements work together in a compelling narrative that delivers the logic’s core value proposition of transcendence. The author investigates how these rhetorical strategies have evolved as the S-D logic framework has developed, examining the revisions to its foundational premises and axioms and the introduction of new perspectives such as systems theory. It is the first book-length rhetorical analysis of a single strand of marketing discourse and as such, it serves as a showcase for the methodology, the insights it can provide, and its value for marketing scholarship.Keywords
Table of contents (6 chapters)
Authors and Affiliations
About the author
Chris Miles is Principal Academic in Marketing Communications at Bournemouth University, where he is also Programme Leader for the BA (Hons) Marketing Communication undergraduate pathways. He has published extensively on the use of rhetoric in marketing scholarship and practice in journals such as Marketing Theory , European Journal of Marketing , and Journal of Marketing Management . He has also published research on the rhetoric of Cornelius Agrippa ( Rhetoric Society Quarterly ), the agonistic style of Trump’s tweets ( Public Relations Inquiry ), and a systems approach to the literary ( Cybernetics & Human Knowing ).
Bibliographic Information
Book Title: The Marketing of Service-Dominant Logic
Book Subtitle: A Rhetorical Approach
Authors: Chris Miles
DOI: https://doi.org/10.1007/978-3-031-46510-9
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-46509-3Published: 01 December 2023
Softcover ISBN: 978-3-031-46512-3Due: 15 December 2024
eBook ISBN: 978-3-031-46510-9Published: 30 November 2023
Edition Number: 1
Number of Pages: IX, 259
Topics: Marketing