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Miles, Christopher, 1967-

Interactive marketing : revolution or rhetoric? / Christopher Miles. - New York : Routledge, 2010. - 242 p. : ill. ; 24 cm. - Routledge interpretive marketing research ; 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.

9780415801713 0415801710


Interactive marketing.

HF5415.1264 / .M55 2010

658.87 / M643