Christopher Miles

Interactive Marketing (eBook, PDF)

Revolution or Rhetoric?

• Format: PDF

Produktbeschreibung

This author investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing.' In doing so, he offers a radical new theory of marketing communication based upon approaching persuasion as a dynamic, endless negotiation between distinction-making systems.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 268
• Erscheinungstermin: 18. Mai 2010
• Englisch
• ISBN-13: 9781136973956
• Artikelnr.: 43821488

Autorenporträt

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.

Inhaltsangabe

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