[Commlist] New book: The Marketing of Service-Dominant Logic: A Rhetorical Approach

New book explores the persuasive strategies that marketing scholars use 
to market to each other.

Chris Miles, Principal Academic in Marketing & Communication at 
Bournemouth University, has just published The Marketing of 
Service-Dominant Logic: A Rhetorical Approach, with Palgrave Macmillan.

Service-Dominant logic can be described as a mind-set for a unified 
understanding of the purpose and nature of organizations, markets and 
society. A concept that was first introduced by Vargo and Lusch in 2004, 
S-D logic has generated not just a vast host of journal articles and 
books but has established an expanding sphere of influence across 
marketing scholarship. In this book, Chris Miles uses a rhetorical 
approach to investigate the ‘marketing’ of Service-Dominant logic, 
asking how the formulation and presentation of the logic aids in its 
persuasive promotion. In doing so, the book explores the lexicon 
choices, metaphors, symbols, and persuasive gambits that have resonated 
so strongly with marketing academia, with the aim of understanding how 
these elements work together in a compelling narrative that delivers the 
logic’s core value proposition of transcendence. Chris Miles 
investigates how these rhetorical strategies have evolved as the S-D 
logic framework has developed, examining the revisions to its 
foundational premises and axioms and the introduction of new 
perspectives such as systems theory. It is the first book-length 
rhetorical analysis of a single strand of marketing discourse and as 
such, it serves as a showcase for the methodology, the insights it can 
provide, and its value for marketing scholarship.

Book details:
DOI:https://doi.org/10.1007/978-3-031-46510-9

Hardcover ISBN: 978-3-031-46509-3

Softcover ISBN: 978-3-031-46512-3

eBook ISBN: 978-3-031-46510-9

Author contact email: (cjmiles /at/ bournemouth.ac.uk)



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