S-D Logic as Persuasive Discourse

Chris Miles
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Chris Miles: Bournemouth University

Chapter 1 in The Marketing of Service-Dominant Logic, 2023, pp 1-21 from Springer

Abstract: Abstract This opening chapter provides a brief introduction to S-D logic, its foundational text and evolution, and the reasons why the nature of its persuasive discourse should be given close attention. The concept of ‘marketing’ marketing thought is examined within the context of scholarly publication practice and within the context of the co-creation of value that is central to S-D logic itself. The rhetorical nature of the key S-D logic concept of the value proposition is introduced and discussed in the context of debates around persuasion and manipulation in both rhetoric and marketing scholarship. The scope of the study is explained and its structure introduced.

Date: 2023
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DOI: 10.1007/978-3-031-46510-9_1

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