Chapter 1 A History of Rhetoric for Marketers
Chapter 2 Marketing Scholarship and Rhetoric
Chapter 3 Control and the Discourse of Marketing Science
Chapter 4 A Rhetorical Approach to Marketing as Exchange
Chapter 5 Marketing and Sophism – a comparison
Chapter 6 Magic, Sympathy, and Language
Chapter 7 The Magical Roots of Rhetoric
Chapter 8 Magical Persuasion and Marketing
Chapter 9 A Sophistic Marketing
Chris Miles is a Senior Lecturer in Marketing & Communication at Bournemouth University, UK.
"There is nothing "mere" about rhetoric. Long demonised and often misrepresented, rhetoric is an ancient artform whose time has come. As Miles shows in this exemplary text, rhetoric is central to the modern marketing condition. Marketers' seemingly magical ability to cast spells of delight, desire, distinction over delirious consumers is rooted in their rhetorical acumen. A sagacious review of the principal rhetorical traditions and a brilliantly-written reading of marketing principles and practices, Miles' book is a rhetorical triumph. In a word, it's magic!" -Stephen Brown, Ulster University, United Kingdom
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