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Marketing practitioners in service organizations; as rhetoricians “in service”

Nilsson, Tomas LU (2009) EURAM 2009, 9th Annual Conference, "Renaissance & Renewal in Management Studies"
Abstract
The popular view to understand interaction and communication in service marketing seems to be related to the theatre metaphor. It has been suggested that dramatism and role theory should have an important influence on service theory as well as service performance. Nonetheless, in this text the author draws attention to some unseen limitations of the theatre metaphor in service marketing. The author argues that "dramatistic performance" only has value for a marketer in practice if the specific performance fulfils certain objectives. In this respect, it would be more fruitful to consider the practitioner as a pragmatic "rhetorician in service". This text illustrates also why and how service marketing with its focus on human interaction has... (More)
The popular view to understand interaction and communication in service marketing seems to be related to the theatre metaphor. It has been suggested that dramatism and role theory should have an important influence on service theory as well as service performance. Nonetheless, in this text the author draws attention to some unseen limitations of the theatre metaphor in service marketing. The author argues that "dramatistic performance" only has value for a marketer in practice if the specific performance fulfils certain objectives. In this respect, it would be more fruitful to consider the practitioner as a pragmatic "rhetorician in service". This text illustrates also why and how service marketing with its focus on human interaction has potential to be more receptive for rhetoric then mainstream marketing management. (Less)
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author
organization
publishing date
type
Contribution to conference
publication status
unpublished
subject
keywords
Marketing, rhetoric, metaphor
pages
21 pages
conference name
EURAM 2009, 9th Annual Conference, "Renaissance & Renewal in Management Studies"
language
English
LU publication?
yes
id
0e8baeb5-3840-4be8-9571-81b286e0c163 (old id 1845381)
date added to LUP
2011-03-07 13:24:19
date last changed
2016-04-16 11:30:15
@misc{0e8baeb5-3840-4be8-9571-81b286e0c163,
  abstract     = {The popular view to understand interaction and communication in service marketing seems to be related to the theatre metaphor. It has been suggested that dramatism and role theory should have an important influence on service theory as well as service performance. Nonetheless, in this text the author draws attention to some unseen limitations of the theatre metaphor in service marketing. The author argues that "dramatistic performance" only has value for a marketer in practice if the specific performance fulfils certain objectives. In this respect, it would be more fruitful to consider the practitioner as a pragmatic "rhetorician in service". This text illustrates also why and how service marketing with its focus on human interaction has potential to be more receptive for rhetoric then mainstream marketing management.},
  author       = {Nilsson, Tomas},
  keyword      = {Marketing,rhetoric,metaphor},
  language     = {eng},
  pages        = {21},
  title        = {Marketing practitioners in service organizations; as rhetoricians “in service”},
  year         = {2009},
}