Why it is high time for a renewed focus on rhetoric in marketing. / Hackley, Christopher.

In: Journal of Marketing Management, Vol. 34, No. 15-16, 2018, p. 1343-1345.

Research output: Contribution to journalArticle

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Why it is high time for a renewed focus on rhetoric in marketing. / Hackley, Christopher.

In: Journal of Marketing Management, Vol. 34, No. 15-16, 2018, p. 1343-1345.

Research output: Contribution to journalArticle

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Hackley, Christopher. / Why it is high time for a renewed focus on rhetoric in marketing. In: Journal of Marketing Management. 2018 ; Vol. 34, No. 15-16. pp. 1343-1345.

BibTeX

@article{25de4499b1764e7d98331945f76d5f7d,
title = "Why it is high time for a renewed focus on rhetoric in marketing",
abstract = "In this short, somewhat polemical, opinion piece I will suggest that the renewed research focus on the rhetoric of and in marketing signalled by this special issue is both timely and necessary, for two reasons. One is that a greater understanding of rhetorically oriented research in marketing can help to render marketing studies more relevant to current marketing, advertising and branding practices in the age of social media. The other reason, connected to the first, is that marketing research and education serve wider constituencies, and the propagation of a greater understanding of rhetoric can serve the critical education of consumers and citizens.",
keywords = "Marketing and cultural context, rhetorical strategies, rhetoric",
author = "Christopher Hackley",
note = "Journal of Marketing Management Special Issue on Marketing (as) Rhetoric",
year = "2018",
doi = "10.1080/0267257X.2018.1548799",
language = "English",
volume = "34",
pages = "1343--1345",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor and Francis Ltd.",
number = "15-16",

}

RIS

TY - JOUR

T1 - Why it is high time for a renewed focus on rhetoric in marketing

AU - Hackley, Christopher

N1 - Journal of Marketing Management Special Issue on Marketing (as) Rhetoric

PY - 2018

Y1 - 2018

N2 - In this short, somewhat polemical, opinion piece I will suggest that the renewed research focus on the rhetoric of and in marketing signalled by this special issue is both timely and necessary, for two reasons. One is that a greater understanding of rhetorically oriented research in marketing can help to render marketing studies more relevant to current marketing, advertising and branding practices in the age of social media. The other reason, connected to the first, is that marketing research and education serve wider constituencies, and the propagation of a greater understanding of rhetoric can serve the critical education of consumers and citizens.

AB - In this short, somewhat polemical, opinion piece I will suggest that the renewed research focus on the rhetoric of and in marketing signalled by this special issue is both timely and necessary, for two reasons. One is that a greater understanding of rhetorically oriented research in marketing can help to render marketing studies more relevant to current marketing, advertising and branding practices in the age of social media. The other reason, connected to the first, is that marketing research and education serve wider constituencies, and the propagation of a greater understanding of rhetoric can serve the critical education of consumers and citizens.

KW - Marketing and cultural context

KW - rhetorical strategies

KW - rhetoric

UR - https://www.tandfonline.com/doi/full/10.1080/0267257X.2018.1548799

U2 - 10.1080/0267257X.2018.1548799

DO - 10.1080/0267257X.2018.1548799

M3 - Article

VL - 34

SP - 1343

EP - 1345

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 15-16

ER -