Interactive Marketing: Revolution or Rhetoric? (Routledge Interpretive Marketing Research) PDF
Preview Interactive Marketing: Revolution or Rhetoric? (Routledge Interpretive Marketing Research)
Interactive Marketing Routledge Interpretive Marketing Research EDITED BY STEPHEN BROWN AND BARBARA B. STERN, University of Ulster, Northern Ireland and Rutgers, the State University of New Jersey, USA Recent years have witnessed an ‘interpretative turn’ in marketing and consumer research. Methodologists from the humanities are taking their place alongside those drawn from the tradi- tional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aes- thetics are increasingly fi ring the marketing imagination. This series brings together the most innovative work in the burgeoning interpretative market- ing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covers all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embraces marketing’s principal sub-disciplines. 1. The Why of Consumption 7. Marketing Discourse Edited by S. Ratneshwar, Glen Mick A Critical Perspective and Cynthia Huffman By Per Skålén, Markus Fellesson and Martin Fougère 2. Imagining Marketing Art, Aesthetics and the Avant-garde 8. Explorations in Consumer Edited by Stephen Brown and Anthony Culture Theory Patterson. Edited by John F. Sherry Jr. and Eileen Fisher 3. Marketing and Social Construction 9. Interpretation in Social Life, Exploring the Rhetorics of Managed Social Science, and Marketing Consumption John O’Shaugnessy Chris Hackley 10. Interpreting Consumer Choice 4. Visual Consumption The Behavioral Perspective Model Jonathan Schroeder By Gordon R. Foxall 5. Consuming Books 11. Managing Service Firms The Marketing and Consumption of The Power of Managerial Marketing Literature By Per Skålén Edited by Stephen Brown 12. Interactive Marketing 6. The Undermining of Beliefs in Revolution or Rhetoric? the Autonomy and Rationality By Chris Miles of Consumers John O’Shaugnessy and Nicholas Also available in Routledge Interpretive Jackson O’Shaugnessy Marketing Research series: Representing Consumers: Voices, views and visions Edited by Barbara B. Stern Romancing the Market Edited by Stephen Brown, Anne Marie Doherty and Bill Clarke Consumer Value: A framework for analysis and research Edited by Morris B. Holbrook Marketing and Feminism: Current issues and research Edited by Miriam Catterall, Pauline Maclaran and Lorna Stevens Interactive Marketing Revolution or Rhetoric? Chris Miles New York London First published 2010 by Routledge 270 Madison Avenue, New York, NY 10016 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business This edition published in the Taylor & Francis e-Library, 2010. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk. © 2010 Taylor & Francis All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereaf- ter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trade- marks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging in Publication Data Miles, Christopher, 1967- Interactive marketing : revolution or rhetoric? / by Christopher Miles. p. cm.—(Routledge interpretive marketing research ; 12) Includes bibliographical references and index. 1. Interactive marketing. I. Title. HF5415.1264.M55 2010 658.8'7—dc22 2009045446 ISBN 0-203-85207-9 Master e-book ISBN ISBN10: 0-415-80171-0 (hbk) ISBN10: 0-203-85207-9 (ebk) ISBN13: 978-0-415-80171-3 (hbk) ISBN13: 978-0-203-85207-1 (ebk) For Şebnem Contents List of Figures xi Introduction 1 1 The Rhetoric of Interactivity 9 2 The Interactivity Crisis and Marketing Discourse 32 3 A Radical Constructivist’s Marketing Construction 66 4 The Rendition of the Consumer’s Voice 90 5 Customer Communities and the Grammar of Control 135 6 The Autism of Relationship Marketing 180 7 A Recursive, Invitational Model of Marketing Interactivity 199 Notes 215 Bibliography 221 Index 233
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