Marketing, Rhetoric and Control

4A Rhetorical Approach to Marketing as Exchange

Marketing is the art of intermediation. The marketer stands in the middle in order to profit from facilitating exchange. This facilitation can take a large number of forms that work together in the forum of exchange. Some of these forms concern the physical design and movement of products (or service vehicles depending on your perspective), other concern pricing and packaging, still others concern the areas of wholesaling, retailing, and consumer financing, while others are concentrated upon the creation and manipulation of consumer markets and stakeholder attitudes and behaviour. The one thing that all these practices have in common is their intermediary nature in the facilitation of exchange. ...