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008			231130s2023 sz | o |||| 0|eng d
020			_a9783031465109
024	7		_a10.1007/978-3-031-46510-9 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415 _b2023 EB
100	1		_aMiles, Chris _d1967- _eautor _4aut _4http://id.loc.gov/vocabulary/relators/aut _9518235
245	1	4	_aThe Marketing of Service-Dominant Logic : _bA Rhetorical Approach _cby Chris Miles
250			_a1st ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aSpringer
505	0		_aChapter 1: S-D Logic as Persuasive Discourse -- Chapter 2: Rhetorical Analysis and Marketing Texts -- Chapter 3: Rhetoric and the Agonistic Moment of S-D Logic -- Chapter 4: The Rhetorical Evolution of S-D Logic -- Chapter 5: A Rhetorical Analysis of sdlogic.net -- Chapter 6: The Rhetoric of Emerging Systems.
520			_aService-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. Chris Miles is a Senior Lecturer in Marketing & Communication 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).
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-46510-9 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE _n0
998			_b01/2024 _db _ee _zSI