Marketing Techniques: Rhetorical Strategies in CEOs’ Letters Introducing Corporate Social Responsibility Reports of the Companies

摘要: This paper provides limited but new details on the rhetoric of Chief Executive Officers’ letters to stakeholders. We analyze CEOs’ which introduce Corporate Social Responsibility reports for 2012 several US large companies. The analysis is rooted in discourse analysis, rhetoric, and theory argumentation. It yields significant results be later valued field Business Ethics.