Miles, Chris, 1967-
Interactive marketing : revolution or rhetoric? / Chris Miles. - New York : Routledge, 2010. - 242 p. : ill. ; 23 cm. - Routledge interpretive marketing research ; 12 . - Routledge interpretive marketing research series ; 12. .
Includes bibliographical references and index.
The rhetoric of interactivity -- The interactivity crisis and marketing discourse -- A radical constructivist's marketing construction -- The rendition of the consumer's voice -- Customer communities and the grammar of control -- The autism of relationship marketing -- A recursive, invitational model of marketing interactivity.
9781138008823 (pbk.)
2009045446
Interactive marketing.
HF5415.1264 / .M55 2010
658.87 / MIL 2010
Interactive marketing : revolution or rhetoric? / Chris Miles. - New York : Routledge, 2010. - 242 p. : ill. ; 23 cm. - Routledge interpretive marketing research ; 12 . - Routledge interpretive marketing research series ; 12. .
Includes bibliographical references and index.
The rhetoric of interactivity -- The interactivity crisis and marketing discourse -- A radical constructivist's marketing construction -- The rendition of the consumer's voice -- Customer communities and the grammar of control -- The autism of relationship marketing -- A recursive, invitational model of marketing interactivity.
9781138008823 (pbk.)
2009045446
Interactive marketing.
HF5415.1264 / .M55 2010
658.87 / MIL 2010