目次

List of Tables and Figures Foreword Preface Chapter 1. Introduction. Chapter 2. Rhetoric in/as Marketing. Chapter 3. Control and the Disciplining of Marketing. Chapter 4. Persuasion and the Enchantment of Marketing. Interlude: John Dee and the Quest for Value. Chapter 5. Science and Scientism in Academic Marketing Discourse. Chapter 6. Rhetoric and Magic/Science. Interlude: The Shaman, the Database, and the Rhetoric of Power: the case of The Sorcerer's Apprentice. Chapter 7. The Glamour of Brands. Chapter 8. The Spell of Empowerment. Chapter 9. The Invocation of Dialogue. Chapter 10. The Fetish of Value Co-Creation. Chapter 11. An Exorcism/A Disinfection. References Index