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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