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Marketing metaphors and metamorphosis

Kitchen, Philip J.

Marketing metaphors and metamorphosis

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing metaphors and metamorphosisedited by Philip J. Kitchen.
其他作者:	Kitchen, Philip J.
出版者:	Houndmills, Basingstoke, Hampshire [England] ;PalgraveMacmillan,2008.
面頁冊數:	1 online resource (xviii, 227 p.) :ill.
附註:	Description based on print version record.
標題:	MarketingManagement.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230227538 (electronic bk.)

Marketing metaphors and metamorphosis
Marketing metaphors and metamorphosis[electronic resource] /edited by Philip J. Kitchen. - Houndmills, Basingstoke, Hampshire [England] ;PalgraveMacmillan,2008. - 1 online resource (xviii, 227 p.) :ill.

Description based on print version record.

Includes bibliographical references and index.

Marketing metaphors and metamorphosis : an introduction / 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 and Rajendra S. Sisodia -- Marketing mix metaphorosis : the heavy toll of too much polarity / 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 ... [et al.] -- Viral marketing : how to spread the word via mobile device / Shintaro Okazaki -- Brand ambassadors : strategic diplomats or tacticalpromoters? / Claudia Fisher-Buttinger and Christine Vallaster -- Negative comparative advertising : when marketers attack / Fred Beard -- Whydo 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 the life cycle / Roger Palmer andAdam Lindgreen -- Don't blame it on the metaphor : marketing, metaphors and metamorphosis in the internal market / Ian Buckingham -- Marketing, metaphors and metamorphosis : marketing management as a caring profession / Michael Thomas.

In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under seriousscrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing? Metaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying oroverarching many exchanges and relationships.Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.

ISBN: 9780230227538 (electronic bk.)

Standard No.: 10.1057/9780230227538doiSubjects--Topical Terms:

200067
Marketing
--Management.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415 / .M2998 2008eb

Dewey Class. No.: 658.8

Marketing metaphors and metamorphosis
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245 0 0 $a Marketing metaphors and metamorphosis $h [electronic resource] / $c edited by Philip J. Kitchen.
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300 $a 1 online resource (xviii, 227 p.) : $b ill.
500 $a Description based on print version record.
504 $a Includes bibliographical references and index.
505 0 $a Marketing metaphors and metamorphosis : an introduction / 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 and Rajendra S. Sisodia -- Marketing mix metaphorosis : the heavy toll of too much polarity / 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 ... [et al.] -- Viral marketing : how to spread the word via mobile device / Shintaro Okazaki -- Brand ambassadors : strategic diplomats or tacticalpromoters? / Claudia Fisher-Buttinger and Christine Vallaster -- Negative comparative advertising : when marketers attack / Fred Beard -- Whydo 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 the life cycle / Roger Palmer andAdam Lindgreen -- Don't blame it on the metaphor : marketing, metaphors and metamorphosis in the internal market / Ian Buckingham -- Marketing, metaphors and metamorphosis : marketing management as a caring profession / Michael Thomas.
520 $a In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under seriousscrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing? Metaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying oroverarching many exchanges and relationships.Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.
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776 0 8 $i Print version: $t Marketing metaphors and metamorphosis. $d Houndmills, Basingstoke, Hampshire [England] ; New York : Palgrave Macmillan, 2008 $z 9781403998613 $w (DLC) 2008016157 $w (OCoLC)222666060
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