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Interactive Marketing: Revolution or Rhetoric?
Hardcover
Series: Routledge Interpretive Marketing Research, Book 12
ISBN13: 9780415801713
Publisher: Routledge
Published: Apr 1 2010
Pages: 244
Weight: 1.05
Height: 0.80 Width: 6.10 Depth: 9.10
Language: English
This author investigates the constructions and reconstructions of discourse that surround the uses of interactivity in contemporary advertising, public relations, and 'guerrilla marketing.' In doing so, he offers a radical new theory of marketing communication based upon approaching persuasion as a dynamic, endless negotiation between distinction-making systems.
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