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Marketing Metaphors and Metamorphosis

  • Philip J. Kitchen
Book

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Jagdish N. Sheth, Can Uslay, Rajendra S. Sisodia
    Pages 26-41
  3. Walter van Waterschoot, Joeri De Haes
    Pages 42-61
  4. Stephen Brown
    Pages 88-101
  5. Adam Lindgreen, Angela Dobele, Michael Beverland, Joëlle Vanhamme
    Pages 102-117
  6. Claudia Fisher-Buttinger, Christine Vallaster
    Pages 132-145
  7. Jacob Goldenberg, Shaul Oreg
    Pages 162-171
  8. Adam Lindgreen, Roger Palmer, Michael Beverland
    Pages 172-182
  9. Roger Palmer, Adam Lindgreen
    Pages 183-194
  10. Back Matter
    Pages 217-227

About this book

Introduction

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.

Keywords

Advertising brand market segmentation marketing relationship marketing viral marketing

Editors and affiliations

  • Philip J. Kitchen
    • 1
  1. 1.University of Hull Business SchoolUK

Bibliographic information

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