Rhetorical business (häftad)
Antal sidor
220 x 155 x 15 mm
372 g
Rhetorical business (häftad)

Rhetorical business

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Häftad Engelska, 2015-11-25
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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.
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  1. Great book for contact marketing!
    Sam Eltahan, 4 februari 2017

    This book is a must have if you are interested in marketing and sales, I have a collection of the worlds greatest persuasion books, and this book has been added to them.

    What I found in this book, is that it does classify the audience/receiver as one type , studies the sophisticated educated audience, and gives insightful strategies to marketing/selling from a rhetorical perspective,
    which I say the study of successful natural persuaders, what they do and mostly say, before and d... Läs hela recensionen

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