Interactive Marketing: Revolution or Rhetoric? (Routledge Interpretive Marketing Research) - Hardcover

Miles, Christopher

 
9780415801713: Interactive Marketing: Revolution or Rhetoric? (Routledge Interpretive Marketing Research)
Hardcover
ISBN 10: 0415801710 ISBN 13: 9780415801713
Publisher: Routledge, 2010

Synopsis

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.

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About the Author

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 for advertising, as well as publishing on systems approaches to narrative in Cybernetics and Human Knowing.

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Publisher
Routledge
Publication date
2010
Language
English
ISBN 10 
0415801710
ISBN 13 
9780415801713
Binding
Hardcover
Edition number
1
Number of pages
244

Other Popular Editions of the Same Title

9781138008823: Interactive Marketing (Routledge Interpretive Marketing Research)

Featured Edition

ISBN 10:  1138008826 ISBN 13:  9781138008823
Publisher: Routledge, 2014
Softcover