000			01991nam a22002057a 4500
005			20250226222743.0
008			250226b |||||||| |||| 00| 0 eng d
020			_a9783031465093
082			_a658.8 _bMIL
100			_aMiles, Chris _921250
245			_aThe marketing of service-dominant logic: _ba rhetorical approach
260			_bPalgrave Macmillan _aSwitzerland _c2023
300			_aix, 259 p.
365			_aEURO _b139.99
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. (https://link.springer.com/book/10.1007/978-3-031-46510-9)
650			_aMarketing discourse _921771
650			_aCritical marketing _921772
650			_aMarketing systems _921773
942			_cBK _2ddc
999			_c8932 _d8932