(EBOOK PDF) Interactive Marketing Revolution or Rhetoric 1st Edition by Christopher Miles ISBN 113697394X 9781136973949 full chapters

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Product details:

ISBN 10: 113697394X

ISBN 13: 9781136973949

Author:  Christopher Miles 

Interactive Marketing: Revolution or Rhetoric? 1st Edition: 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.

 

Interactive Marketing: Revolution or Rhetoric? 1st Edition Table of contents:

• 1 – The Rhetoric of Interactivity

  • Marketing and Communication
  • The Traditional Model
  • Feedback and the Traditional Model
  • Problems with the Traditional Model
  • Alternatives
  • The Rhetorical Models
  • The Postmodern Models
  • Reader-Response Theory

• 2 – The Interactivity Crisis and Marketing Discourse

  • Relationship Marketing and Interactivity
  • Models of Interactivity
  • Interactivity, Control, and the Web
  • Diagrammatic Representation and Visual Rhetoric
  • Arrows and Loops
  • Mechanism and Organicism

• 3 – A Radical Constructivist’s Marketing Construction

  • “You’ve Been Framed!”
  • “Is There Anybody Out There?”
  • “You Say Constructionism, I Say Constructivism”
  • “The Two Faces of the Feedback Loop”
  • “My Definition of a Boombastic Constructivism”

• 4 – The Rendition of the Consumer’s Voice

  • Representation and ‘Empowerment’
  • Server-Side Perception

• 5 – Customer Communities and the Grammar of Control

  • The Viral Turn
  • Two-Step, One-Step, or Same-Old Step?
  • Co-Creation and the Exploitation of Community

• 6 – The Autism of Relationship Marketing

• 7 – A Recursive, Invitational Model of Marketing Interactivity

  • Founding Metaphors
  • Eigenforms
  • Explorations of Value
  • The Model
  • The Allegory
  • Principle Characters (Definitions and Portraits)
  • The Principle Interactions
    • Invitation
    • Exploration

 

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