[ecrea] special issue CFP - Journal of Marketing Management - on Marketing (as) Rhetoric.

JOURNAL OF MARKETING MANAGEMENT SPECIAL ISSUE CALL FOR PAPERS Marketing 
(as) Rhetoric

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 
submissions.

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 
criticism
* 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 
of marketing

/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)


/References/

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Brown, S. (2005). Writing Marketing: Literary Lessons from Academic 
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