Chris Miles is an Assistant Professor in the Department of Public Relations & Advertising at Eastern Mediterranean University in the Turkish Republic of Northern Cyprus. He has published articles in Marketing Theory on the relationship between marketing communication and cybernetics, and the significance of the theory of schizogenesis for advertising, as well as publishing on systems approaches to narrative in Cybernetics and Human Knowing.

• 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

Chris Miles is an Assistant Professor in the Department of Public Relations & Advertising at Eastern Mediterranean University in the Turkish Republic of Northern Cyprus. He has published articles in Marketing Theory on the relationship between marketing communication and cybernetics, and the significance of the theory of schizogenesis for advertising, as well as publishing on systems approaches to narrative in Cybernetics and Human Knowing.

• 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

Chris Miles is an Assistant Professor in the Department of Public Relations & Advertising at Eastern Mediterranean University in the Turkish Republic of Northern Cyprus. He has published articles in Marketing Theory on the relationship between marketing communication and cybernetics, and the significance of the theory of schizogenesis for advertising, as well as publishing on systems approaches to narrative in Cybernetics and Human Knowing.

• 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