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Interactive Marketing : Revolution or Rhetoric?.
Investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing'. This book offers a fresh theory of marketing communication based upon approaching persuasion as a dynamic, endle...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor & Francis,
2010.
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| Colección: | Routledge interpretive marketing research series.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Book Cover; Title; Copyright; Contents; Figures; About the Author; 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; Notes; Bibliography; Index.