Marketing practitioners in service organizations; as rhetoricians “in service”
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1845381
- author
- Nilsson, Tomas LU
- organization
- publishing date
- 2009
- 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- unpublished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"
- conference location
- Liverpool, United Kingdom
- conference dates
- 2009-05-11 - 2009-05-14
- language
- English
- LU publication?
- yes
- id
- 0e8baeb5-3840-4be8-9571-81b286e0c163 (old id 1845381)
- date added to LUP
- 2016-04-04 13:39:28
- date last changed
- 2018-11-21 21:15:24
@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}},
keywords = {{Marketing; rhetoric; metaphor}},
language = {{eng}},
title = {{Marketing practitioners in service organizations; as rhetoricians “in service”}},
year = {{2009}},
}