Chapter 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...

Investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing'. This book offers a fresh theory of marketing communication based upon approaching persuasion as a dynamic, endless...

Purpose – This paper aims to investigate the significance of academic accusations of magical practice towards marketing communication, asking what might motivate such accusations and what meaning they have for marketing's relationship with persuasion. Design/methodology/approach – The paper...

Purpose – The purpose of this paper is to investigate the use of rhetorical and narrative strategies in the foundational text of Service-Dominant (S-D) Logic. The author argues that the success of Vargo and Lusch's (2004a) paper in establishing the foundational premises of the new S-D Logic is...