02954oam 2200661I 450 991082512590332120200520144314.01-136-97394-X1-136-97395-81-282-58649-197866125864910-203-85207-910.4324/9780203852071 (CKB)2670000000013391(EBL)488036(OCoLC)609856822(SSID)ssj0000361719(PQKBManifestationID)11287092(PQKBTitleCode)TC0000361719(PQKBWorkID)10367152(PQKB)10305188(MiAaPQ)EBC488036(Au-PeEL)EBL488036(CaPaEBR)ebr10382380(CaONFJC)MIL258649(OCoLC)639219909(PPN)147599091(EXLCZ)99267000000001339120180706d2010 uy 0engur|n|---|||||txtccrInteractive marketing revolution or rhetoric? /Christopher MilesNew York :Routledge,2010.1 online resource (256 p.)Routledge interpretive marketing research ;12Description based upon print version of record.1-138-00882-6 0-415-80171-0 Includes bibliographical references and index.Book Cover; Title; Copyright; Contents; Figures; About the Author; 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; Notes; Bibliography; IndexThis 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 assumRoutledge interpretive marketing research series ;12.Interactive marketingDirect marketingInteractive marketing.Direct marketing.658.8/7Miles Christopher1967-,1619687MiAaPQMiAaPQMiAaPQBOOK9910825125903321Interactive marketing3952063UNINA