Marketing Metaphors and Metamorphosis

Edited by Philip J. Kitchen

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2008
ISBN: 978-0-230-22753-8
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Chapters in this book:

Ch 1 Marketing Metaphors and Metamorphosis: an Introduction

Philip J. Kitchen

Ch 2 Metaphors and marketing: Some Uses and Abuses

Caroline Tynan

Ch 3 The Globalization of Markets and the Rule of Three

Jagdish N. Sheth, Can Uslay and Rajendra S. Sisodia

Ch 4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity

Walter Waterschoot and Joeri Haes

Ch 5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?

Malcolm McDonald

Ch 6 It’s a Kinda Magic: Adventures in Alchemy

Stephen Brown

Ch 7 Viral Marketing

Adam Lindgreen, Angela Dobele, Michael Beverland and Joëlle Vanhamme

Ch 8 Viral Marketing: How to Spread the Word via Mobile Device

Shintaro Okazaki

Ch 9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters?

Claudia Fisher-Buttinger and Christine Vallaster

Ch 10 Negative Comparative Advertising: When Marketers Attack

Fred Beard

Ch 11 Why Do They Lag and Why Should We Care?

Jacob Goldenberg and Shaul Oreg

Ch 12 Relationship Marketing as a Marriage

Adam Lindgreen, Roger Palmer and Michael Beverland

Ch 13 Products and the Life Cycle

Roger Palmer and Adam Lindgreen

Ch 14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market

Ian Buckingham

Ch 15 Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession

Michael Thomas

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DOI: 10.1057/9780230227538

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