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[ecrea] special issue CFP - Journal of Marketing Management - on Marketing (as) Rhetoric.
Mon Jan 30 10:06:48 GMT 2017
JOURNAL OF MARKETING MANAGEMENT SPECIAL ISSUE CALL FOR PAPERS Marketing
Guest Editors: Chris Miles, Department of Corporate and Marketing
Communication, Bournemouth University, UK. Tomas Nilsson, Department of
Marketing, Linnaeus University, Sweden.
It is fifteen years since Tonks (2002) argued in the pages of the
Journal of Marketing Management that “rhetoric needs to have a more
central location in making sense of marketing management” (p. 806). How
far has this clarion call been answered? Are we any closer to an
understanding of what it might mean to recast marketing theory and
practice as a rhetoric? Or are we all still in thrall to the latest
logic? To what degree has the ‘rhetorical turn’ in the human sciences
had an influence on scholarship and teaching in marketing?
The Journal of Marketing Management is calling for submissions to a
special issue exploring the ramifications of "marketing (as) rhetoric".
This call is running in parallel with the 1st International Conference
on Marketing (as) Rhetoric, which will be held at Bournemouth University
in June 2017, however, participation in the conference is not a
prerequisite for submission to JMM, and this is an open call for
While rhetorical approaches have become part of the standard toolbox in
management studies (Hartelius & Browning, 2008; Bonet & Saquet, 2010)
and have made a notable impact in economic scholarship (McCloskey, 1983,
1985) their adoption in marketing has been comparatively slow. A small
but dedicated group of advertising scholars have perhaps had the most
visible success in applying rhetorical criticism to a marketing topic
area (McQuarrie & Mick, 1992, 1996, 2003; Phillips & McQuarrie, 2002,
2004; Scott, 1994; Stern, 1998, 1990). At the same time, there has been
some investigation of the substantial part that rhetorical strategies
play in the success of our most valued marketing scholars and marketing
concepts (Brown, 2005; Hackley, 2003; Miles, 2010, 2013, 2015) as well
as efforts to situate aspects of marketing practice within a rhetorical
frame (O’Shaughnessy and O’Shaughnessy, 2004; Nilsson, 2015; Marsh,
2013; Persuit, 2013).
It should be noted that the *Journal of Marketing Management* has played
a significant role in the incubation of this nascent ‘rhetorical turn’
in marketing. In addition to Tonks’ (2002) article the journal has
consistently published articles that adopt rhetorical tools or paradigms
to explore issues in marketing (Brown, 2004; Dean, 2005; Miles &
Ibrahim, 2013; Moufahim, 2007; O’Reilly, 2000; O’Shaughnessy, 2005; Page
& Mapstone, 2010; Palmer et al, 2014; Press & Arnould, 2014; Shankar &
Patterson, 2001) and recently even dedicated a special issue to the
rhetorical figure of anthropomorphism (volume 29, issue 1/2).
However, given the historically central place that strategies of
persuasion and control have at the heart of marketing thought it is
remarkable that rhetoric remains such a rare framework for marketing
thinking and scholarship. Has academic marketing’s (unrequited) love for
the trappings of ‘science’ made rhetoric an unworthy research partner?
Is there something at the root of rhetoric that makes marketers
uncomfortable? Why are some young marketing scholars happy to adopt
discourse analysis but remain wary of the far more developed traditions
of rhetorical criticism? The special issue hopes to deals with these
challenging questions. Additionally, we are keen to encourage
engagements with rhetorical themes across all aspects of marketing
theory and practice. Below is an indicative (but not exclusive) list of
possible submission topics:
* Rhetoric and the “attention economy” (Lanham, 2007)
* Rhetorical strategies as marketing strategies
* Advertising/PR and rhetoric
* Rhetoric and social media marketing
* The rhetoric of marketing relationships
* The rhetoric of marketing pedagogy
* Rhetoric as a unifying theory for marketing
* Propaganda, political marketing, and rhetoric
* Sales and rhetoric
* Critical marketing / postmodern marketing and rhetorical theory and
* Explications of particular rhetorical figures and schools and their
relevance for marketing
* Contemporary rhetorical criticism and marketing theory
* Kairos and marketing techniques
* Logos/ethos/pathos as marketing frames
* Copia and marketing pedagogy
* Sophism and modern marketing
We particularly welcome contributions that examine the legacy of Sophism
as it relates to the marketing function and to the overall understanding
of marketing. Given that Laufer and Paredeise’s (1990) dictum that
“marketing is the bureaucratic form of Sophism” was so clearly an
inspiration for Tonks’ (2002) own stance and that the reappraisal of
Sophism continues to go from strength to strength (Poulakos, 1983;
Lanham 1993, 2007; Cassin, 2000; Corey, 2015; Tindale, 2010), we would
encourage scholars to continue this line of investigation and submit
papers which examine the relationships between Sophism and all aspects
/Submission Requirements and Due Date:/
Authors should submit manuscripts of between 8000–10000 words (excluding
tables, references, captions, footnotes and endnotes). All submissions
must strictly follow the guidelines for the Journal of Marketing
Management. These are available at: www.tandfonline.co.uk/rjmm.
Manuscripts should be submitted online using the Journal of Marketing
Management ScholarOne Manuscripts site
(http://mc.manuscriptcentral.com/rjmm). New users should first create an
account. Once a user is logged onto the site submissions should be made
via the Author Centre. Authors should prepare and upload two versions of
their manuscript. One should be a complete text, while in the second all
document information identifying the author should be removed from the
files to allow them to be sent anonymously to referees. When uploading
files authors will then be able to define the non-anonymous version as
“Complete paper with author details”, and the anonymous version as “Main
document minus author information”.
To submit your manuscript to the Special Issue choose “Special Issue
Article” from the Manuscript Type list when you come to submit your
paper. Also, when you come to the ‘Details and Comments’ page, answer
‘yes’ to the question ‘Is this manuscript a candidate for a special
issue’ and select the Special Issue Title of Marketing (as) Rhetoric in
the text field provided.
Informal queries regarding guest editors’ expectations or the
suitability of specific research topics should be directed to the
Special Issue Editors:
* Dr Chris Miles (Department of Corporate and Marketing Communication,
Bournemouth University, UK). Email: (cjmiles /at/ bournemouth.ac.uk)
* Dr Tomas Nilsson (Department of Marketing, Linnaeus University,
Sweden). Email: (tomas.nilsson /at/ lnu.se) The closing date for submissions is
16 October 2017.
Technical queries about submissions can be referred to the Editorial
Office: (rjmmeditorial /at/ westburn.co.uk)
Bonet, E., & Sauquet, A. (2010). Rhetoric in management and in
management research. Journal of Organizational Change Management, 23(2),
Brown, S. (2004). Writing Marketing: The Clause That Refreshes. Journal
of Marketing Management, 20(3–4), 321–342.
Brown, S. (2005). Writing Marketing: Literary Lessons from Academic
Authorities. London, Sage. Cassin, B. (2000). Who’s Afraid of the
Sophists? Against Ethical Correctness. Hypatia, 15(4), 102-120.
Corey, D. (2015). The Sophists in Plato’s Dialogues. Albany, State
University of New York Press.
Dean, D. (2005). Fear, Negative Campaigning and Loathing: The Case of
the UK Election Campaign. Journal of Marketing
Management, 21(9–10), 1067–1078.
Hackley, C. (2003). “We Are All Customers Now . . .” Rhetorical Strategy
and Ideological Control in Marketing Management
Texts. Journal of Management Studies, 40(5), 1325–1352.
Hartelius, E. J., & Browning, L. D. (2008). The Application of
Rhetorical Theory in Managerial Research: A Literature Review.
Management Communication Quarterly, 22(1), 13–39.
Lanham, R. (1993). The Electronic Word: Democracy, Technology, and the
Arts. Chicago. University of Chicago Press
Lanham, R. (2007). The Economics of Attention: Style And Substance In
The Age Of Information. Chicago, University of Chicago Press.
Laufer, R., & Paradeise, C. (1990). Marketing Democracy: Public Opinion
and Media Formation in Democratic Societies. London,Transaction Publishers.
Marsh, C. (2013). Classical Rhetoric and Modern Public Relations.
McCloskey, D. (1983). The rhetoric of economics. Journal of Economic
Literature, 21(2), 481–517.
McCloskey, D. (1985). The Rhetoric of Economics. Madison, University of
JMM Call for Papers – Marketing (as) Rhetoric. Page 2 of 3
McQuarrie, E. F., & Mick, D. G. (1992). On Resonance: A Critical
Pluralistic Inquiry Into Advertising Rhetoric. Journal of Consumer
Research, 19(2), 180–197. http://dx.doi.org/10.1086/209295
McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in
Advertising Language. Journal of Consumer Research, 22(4), 424– 438.
McQuarrie, E. F., & Mick, D. G. (2003). Visual and verbal rhetorical
figures under directed processing versus incidental exposure to
advertising. Journal of Consumer Research, 29(4), 579–87.
Miles, C. (2010). Interactive Marketing: Revolution or Rhetoric? London,
Miles, C. (2014). The rhetoric of managed contagion: Metaphor and agency
in the discourse of viral marketing. Marketing
Theory, 14(1), 3-18. http://dx.doi.org/0.1177/1470593113506433
Miles, C. (2014). Rhetoric and the foundation of the Service-Dominant
Logic. Journal of Organizational Change
Management, 27(5), 744–755. http://dx.doi.org/10.1108/JOCM-09-2014-0171
Miles, C., & Ibrahim, Y. (2013). Deconstructing the meerkat: fabular
anthropomorphism, popular culture, and the market.
Journal of Marketing Management, 29(15/16), 1–19.
Moufahim, M., Humphreys, M., Mitussis, D., & Fitchett, J. (2007).
Interpreting discourse: a critical discourse analysis of the
marketing of an extreme right party. Journal of Marketing Management,
Nilsson, T. (2015). Rhetorical Business: A study of marketing work in
the spirit of contradiction. Lund, Lund University. O’Reilly, D. (2000).
On the Precipice of a Revolution with Hamel and Prahalad. Journal of
Marketing Management, 16(1–3),
O’Shaughnessy, N. (2005). The British General Election of 2005: A
Summary Perspective. Journal of Marketing Management,
21(9,10), 907–923. http://dx.doi.org/10.1362/026725705775194067
O’Shaughnessy, J. & O’Shaughnessy, N. (2004). Persuasion in Advertising.
Page, K., & Mapstone, M. (2010). How does the web make youth feel?
Exploring the positive digital native rhetoric. Journal
of Marketing Management, 26(13–14), 1345–1366.
http://dx.doi.org/10.1080/0267257X.2010.523709 Palmer, M., Simmons, G.,
& Mason, K. (2014). Web-based social movements contesting marketing
mobilisation of multiple actors and rhetorical strategies. Journal of
Marketing Management, 30(3–4), 383–408.
Persuit, J. (2013). Social Media and Integrated Marketing Communication:
A Rhetorical Approach. New York, Lexington Books. Phillips, B. J., &
McQuarrie, E. F. (2002). The development, change, and transformation of
rhetorical style in magazine
advertisements 1954-1999. Journal of Advertising, 31(4), 1–13.
http://dx.doi.org/10.1080/00913367.2002.10673681 Phillips, B. J., &
McQuarrie, E. F. (2004). Beyond Visual Metaphor: A New Typology of
Visual Rhetoric in Advertising.
Marketing Theory, 4(1), 113–136. https://doi.org/10.1177/1470593104044089
Poulakos, J. (1983). Toward a Sophistic Definition of Rhetoric.
Philosophy & Rhetoric, 16(1), 35-48.
Press, M., & Arnould, E. J. (2014). Narrative transparency. Journal of
Marketing Management, 30(13–14), 1353–1376.
Scott, L. M. (1994). Images in advertising: The need for a theory of
visual rhetoric. Journal of Consumer Research, 21(2), 252–
Stern, B. B. (1988). Medieval allegory: Roots of advertising strategy
for the mass market. Journal of Marketing, 52(3), 84–94. Stern, B. B.
(1990). Other-speak: classical allegory and contemporary advertising.
Journal of Advertising, 19(3), 14–26.
Tindale, C. (2010). Reason’s Dark Champions: Constructive Strategies of
Sophistic Argument. Columbia, University of South
Tonks, D. (2002). Marketing as Cooking: The Return of the Sophists.
Journal of Marketing Management, 18(7–8), 803–822.
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