Marketing Metaphors and Metamorphosis: an Introduction

Philip J. Kitchen

Chapter 1 in Marketing Metaphors and Metamorphosis, 2008, pp 1-9 from Palgrave Macmillan

Abstract: Abstract This book is an extension to a trilogy beginning with The Future of Marketing (2003), followed by The Rhetoric and Reality of Marketing: an International Managerial Approach (2003), and then Marketing Mind Prints (2005). Each of these edited volumes dealt with the subject and discipline of marketing and were favoured by contributions from some of the leading theorists in the discipline. As was stated in a previous volume, marketing as a theory, practice, and discipline has now been under fire or under criticism for some time. Certainly the received wisdom associated with the managerial school of marketing and indeed the value of the school is under serious scrutiny by practitioners, and not least by theorists and students.

Keywords: Customer Relationship Management; Product Life Cycle; Managerial School; Relationship Marketing; Viral Marketing (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22753-8_1

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DOI: 10.1057/9780230227538_1

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