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.