Marketing metaphors and metamorphosis

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Marketing metaphors and metamorphosis

edited by Philip J. Kitchen

Palgrave Macmillan, 2008

  • : hardback

Available at  / 6 libraries

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Includes bibliographical references and index

Description and Table of Contents

Description

Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.

Table of Contents

  • Editorial Stance on Marketing Metaphors and Metamorphosis
  • Philip J. Kitchen Metaphors and Marketing: Some uses and abuses
  • Caroline Tynan The Globalization of Markets and the Rule of Three
  • Jagdish N. Sheth, Can Uslay, Rajendra S. Sisodia. Marketing Mix - Metaphorosis - the heavy toll of too much popularity
  • Walter van Waterschoot and Joeri De Haes Market Segmentation as a Metaphor - whoever heard of Alexander the Mediocre? Malcolm McDonald It's a Kinda Magic: Adventures in Alchemy
  • Stephen Brown Viral Marketing
  • Adam Lindgreen, Angela Dobele, Michael Beverland, and Joelle Vanhamme, Viral Marketing - how to spread the word via mobile device
  • Shintaro Okazaki Brand Ambassadors - strategic diplomats or tactical promoters? Claudia Fisher-Buttinger and Christine Vallaster Negative Comparative Advertising - when marketers attack
  • Fred Beard Why do they lag and why should we care? Jacob Goldenberg and Shaul Oreg Relationship Marketing as a Marriage
  • Adam Lindgreen, Roger Palmer, and Michael Beverland Products and their Life Cycle
  • Roger Palmer and Adam Lindgreen Don't Blame it on the Metaphor: Marketing, Metaphors, and Metamorphosis in the Internal Market
  • Ian Buckingham Marketing Metaphors and Metamorphosis
  • Michael Thomas

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