Toward a Rhetoric of Marketing for High-Tech Services

The market for high-tech services is expanding, and writers will have to create more documents to market these services. Researchers note marked differences between traditional goods marketing and services marketing. A rhetorical framework for high-tech services marketing will give writers a tool for creating effective marketing messages. This study examines the five canons of rhetoric in their classical context, and then examines how the first professional teachers, the Sophists, used rhetoric to promote their services. The canons of rhetoric are then analyzed to show their modern significance. This study also considers visual rhetoric and how writers can use it effectively. This study shows that companies should promote service quality and strong service relationships through the rhetorical element of ethos. This study examines services marketing samples through a visual and verbal rhetorical framework, providing rhetorical insights that writers can use in their work.

Grantor dc:publisher

University of North Texas

Year dc:date

1999

Author dc:creator

• Willerton, David Russell

Contributors dc:contributor

• Raign, Kathryn
• Sims, Brenda R.

• High technology services industries -- Marketing.
• Advertising copy.
• Rhetoric.
• technical writing
• service quality
• visual and verbal rhetoric

Statement dc:rights

• Public
• Copyright
• Willerton, David Russell
• Copyright is held by the author, unless otherwise noted. All rights reserved.

Language dc:language

English

Identifier

oclc: 47127384
untcat: b2299278
https://digital.library.unt.edu/ark:/67531/metadc2432/
ark: ark:/67531/metadc2432

OAI identifier oai:identifier

info:ark/67531/metadc2432