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Marketing (as) Rhetoric: paradigms, provocations, and perspectives.

Brown, S., Hackley, C., Hunt, S.D., Marsh, C., O'Shaughnessy, N., Phillips, B.J., Tonks, D., Miles, C. and Nilsson, T., 2018. Marketing (as) Rhetoric: paradigms, provocations, and perspectives. Journal of Marketing Management, 34 (15-16), 1336 - 1378.

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DOI: 10.1080/0267257X.2018.1548799


In this collection of short, invited essays on the topic of marketing (as) rhetoric we deal with a variety of issues that demonstrate the centrality of rhetoric and rhetorical considerations to the pursuit of marketing scholarship, research and practice. Stephen Brown examines the enduring rhetorical power of the 4Ps; Chris Hackley argues for the critical power of rhetorical orientations in marketing scholarship but cautions us on the need to work harder in conceptually connecting rhetorical theory and modern marketing frameworks; Shelby Hunt explains how rhetorical processes are incorporated in his inductive realist model of theory generation, using one of his most successful publications as an illustration; Charles Marsh demonstrates what Isocrates’ broad rhetorical project has to teach us about the importance of reputation cultivation in modern marketing; Nicholas O’Shaughnessy uses an analysis of Trump’s discourse to argue that political marketing as it is currently conceived is ill-equipped to engage effectively with the rhetorical force of Trump’s ‘unmarketing’; Barbara Phillips uses Vygotsky’s work on imagination to investigate the important of pleasure and play in advertising rhetoric; and finally, David Tonks, who in many ways started it all, reiterates the need for marketers to recognise the strength of the relationship between marketing and persuasion.

Item Type:Article
Uncontrolled Keywords:Marketing rhetoric; advertising; reputation marketing; political marketing; resource-advantage theory; 4Ps
Group:Faculty of Media & Communication
ID Code:31621
Deposited By: Symplectic RT2
Deposited On:09 Jan 2019 13:59
Last Modified:14 Mar 2022 14:14


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