Interactive Marketing: Revolution Or Rhetoric?

Paperback | July 3, 2014

byChristopher MilesEditorChristopher Miles

not yet rated|write a review

This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positioning of interactivity as the savior of effective marketing communication. Yet, what exactly is meant by interactivity in these contexts and how far does it represent a revolution in the methodologies of marketing? Anchoring his analysis in a critique of the assumptions of control embedded in current marketing communication models and the rhetorical analysis of exemplar texts from the Marketing Management, Customer Relationship Management, Viral Marketing and Buzz Marketing paradigms, Chris Miles investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary marketing discourses. In doing so, he offers a radical new model of marketing based upon a recursive, constructivist understanding of communication that uses metaphors of invitation and exploration to rebuild interactivity at the center of marketing. The work culminates in a reading of the theory of Relationship Marketing that uses autism as an allegory to interrogate the communicative paradox at the heart of this contemporary marketing panacea.

Pricing and Purchase Info

$74.09 online
$76.90 list price
In stock online
Ships free on orders over $25

From the Publisher

This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positionin...

Chris Miles is an Assistant Professor in the Department of Public Relations & Advertising at Eastern Mediterranean University in the Turkish Republic of Northern Cyprus. He has published articles in Marketing Theory on the relationship between marketing communication and cybernetics, and the significance of the theory of schizogenesis ...

other books by Christopher Miles

Obstetrics and Gynecology
Obstetrics and Gynecology

Kobo ebook|Dec 6 2012

$78.89 online$102.38list price(save 22%)
The Ecopolitics of Consumption: The Food Trade
The Ecopolitics of Consumption: The Food Trade

Kobo ebook|Dec 16 2015

$84.69 online$109.99list price(save 23%)
Seven Things John Wesley Expected Us to Do for Kids
Seven Things John Wesley Expected Us to Do for Kids

Kobo ebook|May 17 2016

$6.09 online$7.86list price(save 22%)
see all books by Christopher Miles
Format:PaperbackDimensions:268 pages, 8.75 × 6.35 × 0.68 inPublished:July 3, 2014Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1138008826

ISBN - 13:9781138008823

Look for similar items by category:

Customer Reviews of Interactive Marketing: Revolution Or Rhetoric?

Reviews

Extra Content

Table of Contents

Introduction  1. The Rhetoric of Interactivity  2. The Interactivity Crisis and Marketing Discourse  3. A Radical Constructivist's Marketing Construction  4. The Rendition of the Consumer's Voice  5. Customer Communities and the Grammar of Control  6. The Autism of Relationship Marketing  7. A Recursive, Invitational Model of Marketing Interactivity