Interactive Marketing

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.

Chris is a Sr. Solutions Architect with over 13 years of experience working in computer networking. He achieved his CCIE in Enterprise Infrastructure back in 2019. In his role at Aviatrix, he focuses on multicloud networking and security. Prior to transitioning to the cloud, he served as an architect working with several other networking technologies such as SD-WAN, MPLS, & L3VPN. Chris has a strong passion for helping and encouraging others to get into the world of cloud networking and you can occasionally find him blogging at this blog The Control Plane. He is also a co-host of the Cables2Clouds Podcast, focusing on hybrid cloud networking. Chris is currently living as an expat residing in Sydney, Australia. In his spare time, you can find Chris spending time outdoors, playing almost any team sport under the sun, or skateboarding.

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