Revitalizing Marketing And Service Discourse: A Fresh Examination Of Language Considerations
Vanessa L. Thompson
W. Frank Barton School of Business, Wichita State University, Wichita, Kansas, USA
Abstract
This paper delves into the intricate role of words within the realms of marketing and service, exploring their profound influence on both educators and practitioners. Despite not being a linguist, the author reflects on the significance of words in various contexts, particularly within marketing strategies and customer service. This study investigates the multifaceted nature of words, viewing them as tools that shape concepts, impact educators and researchers, and ultimately influence the practice of marketing. Words are examined not only as linguistic entities but as powerful instruments that underpin communication between marketers and customers. The absence of words as effective tools of communication would severely constrain marketers' capacity to comprehend customer needs and facilitate transactions. This research emphasizes the indispensable role of words as primary instruments for studying, understanding, describing, and communicating with the marketplace. The study aims to contribute to a nuanced understanding of how words, as they manifest in marketing and service, serve as linchpins for effective communication and relationship-building. By analyzing the impact of words on marketing education and research, the research seeks to unravel the intricate dynamics between language and the marketing landscape. Additionally, it sheds light on how practitioners strategically wield words to influence their target audience, emphasizing the reciprocal relationship between marketers and customers.