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Interactive Marketing: Revolution or Rhetoric?
Paperback
Series: Routledge Interpretive Marketing Research
ISBN13: 9781138008823
Publisher: Routledge
Published: Jul 3 2014
Pages: 256
Weight: 0.75
Height: 0.60 Width: 6.00 Depth: 9.00
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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