The Marketing of Service-Dominant Logic: A Rhetorical Approach

Contents
List of Tables
1: S-D Logic as Persuasive Discourse
	S-D Logic: Its Status as Marketing
	A Few Words About Scope
	The Structure of the Study
	References
2: Rhetorical Analysis and Marketing Texts
	Rhetoric: An Overview
	The Rhetor and the Rhetorical Analyst
	Rhetorical Analysis as a Methodology in the Social Sciences
	Non-Western Rhetorical Analysis
	Key Rhetorical Concepts
		The Genres of Rhetoric
		Persuasive Proof
		Persuasive Style
			Word Choice
			Metaphor
			Metonymy & Synecdoche
			Repetition and Patterning
			Kairos
	Visual Rhetoric
	References
3: Rhetoric and the Agonistic Moment of S-D Logic
	The Audiences of the Foundational Paper
	Rhetorical History and the Creation of S-D Logic
		In the Beginning…
		Stasis and Frames
		Structural Repetition
		Kairos and the Epideictic
	The Place of Paradigm
	The Shift to Logic
	Logic, Metonymy, and Sympathetic Magic
	Logos & Rhetorical Argumentation
		Argument Sequence
		Citations, Authority, and Originality
		Claim 3 as Value Proposition
	Conclusion
	References
4: The Rhetorical Evolution of S-D Logic
	Radical Precursors and Transcendent Marketing
	A Rhetorical Analysis of the Evolving Premise Structure of S-D Logic
		Rhetoric and Revision
		The Rhetorical Status of the Changing FPs and Axioms
	The Rhetoric of Open Source
	References
5: A Rhetorical Analysis of sdlogic.net
	Structure of the Site
	Visual Rhetoric
		Maori Koru Symbol
		Use of Video
		Tables and Figures
		Listing of Data
		Colour
	The Home Page and Rhetorical History
	Pathos
		In Memoriam
		Announcements, Awards and Recognition
	Conclusion
	References
6: The Rhetoric of Emerging Systems
	Systems Theory & Cybernetics
	Systems & Cybernetics Concepts
	The Rhetorical Value of Systems Concepts in Marketing
	Systems Theory in Marketing Thought
	S-D Logic’s (Re)Turn to the System
	The Rhetorical Power of Systems in S-D Logic
		The Agon of Lexical Control
		The Agon of Kairos
		The Agon of Ethos
		The Transcendence of Systems
	References
Index