Purpose – The purpose of this paper is to investigate the use of rhetorical and narrative strategies in the foundational text of Service-Dominant (S-D) Logic. The author argues that the success of Vargo and Lusch's (2004a) paper in establishing the foundational premises of the new S-D Logic is...

Purpose – This paper aims to investigate the significance of academic accusations of magical practice towards marketing communication, asking what might motivate such accusations and what meaning they have for marketing's relationship with persuasion. Design/methodology/approach – The paper...