| Description |
xviii, 227 p. : ill. ; 23 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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 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 the 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 : marketing management as a caring profession / Michael Thomas. |
| Subject |
Marketing.
|
|
Marketing -- Management.
|
|
Communication in marketing.
|
| Added Author |
Kitchen, Philip J.
|
| ISBN |
9781403998613 (alk. paper) |
|
1403998612 (alk. paper) |
|
