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Description - Interactive Marketing by Christopher Miles

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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Book Details

ISBN: 9781138008823
ISBN-10: 1138008826
Format: Paperback / softback
(229mm x 152mm x mm)
Pages: 256
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 4-Jul-2014
Country of Publication: United Kingdom

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Author Biography - Christopher Miles

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.

Books By Christopher Miles

Marketing, Rhetoric and Control by Christopher Miles
Hardback, April 2018
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Interactive Marketing by Christopher Miles
Hardback, April 2010
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Emperor's Man by Christopher Miles
Paperback, February 2018