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How marketers argue for business – Exploring the rhetorical nature of industrial marketing work
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 80, p. 233-241Article in journal (Refereed) Published
Abstract [en]

This paper takes a rhetorical approach to the study of everyday marketing work. It seeks to understand how marketers make sense of the work they do, what discourse is used, and with what rhetorical effect. The study is based on interviews, observations and daily interaction with five marketers involved in marketing and selling of consulting services. It was found that these marketers draw on relationship discourse and customer need discourse – among others – when arguing for business. These discourses could be understood as contradictory discursive forces used by marketers to talk up suitable rhetorical selves, by means of which they accomplish their work. As a whole, this paper provides an illustration of the rhetorical nature of marketing, and discuss theoretical implications, aiming to expand the intellectual agenda for future studies of marketing work that takes marketers' use of language seriously.

Place, publisher, year, edition, pages
Elsevier, 2019. Vol. 80, p. 233-241
Keywords [en]
Marketing work, Rhetoric, Sophists, Discourse, Ethnography
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-86938DOI: 10.1016/j.indmarman.2018.10.004ISI: 000480512000021Scopus ID: 2-s2.0-85054883397OAI: oai:DiVA.org:lnu-86938DiVA, id: diva2:1338174
Available from: 2019-07-20 Created: 2019-07-20 Last updated: 2019-08-29Bibliographically approved

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Nilsson, Tomas

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf