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Marketing Metaphors and Metamorphosis (Hardcover)

by Kitchen P (Author), Philip J. Kitchen (Editor)

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Product details

Hardcover: 240 pages
Publisher: Palgrave Macmillan (23 Sep 2008)
Language English
ISBN-10: 1403998612
ISBN-13: 978-1403998613
Product Dimensions: 22 x 13.6 x 2.4 cm
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Amazon.co.uk Sales Rank: 2,509,984 in Books (See Bestsellers in Books)

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Product Description

Synopsis
The major issue explored concerns the use and practice of metaphors within marketing. These are widespread in nature, yet so far have remained unacknowledged; this text will redress that omission.This text points out the problems encountered by using metaphors as literal managerial tools, and uses leading worldwide marketing contributors to discuss how these problems can be tackled. It explores how marketing is metamorphosizing into a new dynamic, as yet inadequately conceptionalized. Also, it suggests that marketing itself may be a metaphor, and explains why this can be misleading.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.

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Front Cover | Copyright | Table of Contents | Excerpt | Index

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