Interactive marketing : revolution or rhetoric?

256 Pages·2010·2.259 MB·English

by  Chris Miles

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