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010   $a9786612586491
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100   $a20180706d2010      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aInteractive marketing $erevolution or rhetoric? /$fChristopher Miles
210  1$aNew York :$cRoutledge,$d2010.
215   $a1 online resource (256 p.)
225 1 $aRoutledge interpretive marketing research ;$v12
300   $aDescription based upon print version of record.
311   $a1-138-00882-6 
311   $a0-415-80171-0 
320   $aIncludes bibliographical references and index.
327   $aBook 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; Index
330   $aThis book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positioning of interactivity as the savior of effective marketing communication. Yet, what exactly is meant by interactivity in these contexts and how far does it represent a revolution in the methodologies of marketing? Anchoring his analysis in a critique of the assum
410  0$aRoutledge interpretive marketing research series ;$v12.
606   $aInteractive marketing
606   $aDirect marketing
615  0$aInteractive marketing.
615  0$aDirect marketing.
676   $a658.8/7
700   $aMiles$b Christopher$f1967-,$01619687
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910825125903321
996   $aInteractive marketing$93952063
997   $aUNINA