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

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Volume info:
Series: Routledge Interpretive Marketing Research
Periodical:
Author: Christopher Miles
Year: 2010
Edition: 1
Publisher: Routledge
City:
Pages: 256
PagesInFile: 256
Language: English
Topic:
Library:
Library issue: 2011 12 30

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DPI: 0
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Searchable: 1

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ISBN: 0415801710,9780415801713
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LBC:
DDC: 658.8/7
LCC: HF5415.1264 .M55 2010
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Googlebook id: JfQ1lBv0k7cC
Openlibrary id: OL23872355M

CRC32: 2D60D987
SHA1: 4C5CQXY355AW4GIXT63WDSQFFYIZHKEB
SHA256: 7BD9AE9B4EC796EAE80B66C23D3416B22168CB11AED2402A6938A26269C60413
MD5: eab6d6e7e57c100c03c3b56ae98b7436

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Description:

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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