Marketing Metaphors and Metamorphosis

1. Marketing Metaphors and Metamorphosis: an Introduction
Philip J. Kitchen

2. Metaphors and marketing: Some Uses and Abuses
Caroline Tynan

3. The Globalization of Markets and the Rule of Three
Jagdish N. Sheth, Can Uslay, Rajendra S. Sisodia

4. Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity
Walter Waterschoot, Joeri Haes

5. Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?
Malcolm McDonald

6. It’s a Kinda Magic: Adventures in Alchemy
Stephen Brown

7. Viral Marketing
Adam Lindgreen, Angela Dobele, Michael Beverland, Joëlle Vanhamme

8. Viral Marketing: How to Spread the Word via Mobile Device
Shintaro Okazaki

9. Brand Ambassadors: Strategic Diplomats or Tactical Promoters?
Claudia Fisher-Buttinger, Christine Vallaster

10. Negative Comparative Advertising: When Marketers Attack
Fred Beard

11. Why Do They Lag and Why Should We Care?
Jacob Goldenberg, Shaul Oreg

12. Relationship Marketing as a Marriage
Adam Lindgreen, Roger Palmer, Michael Beverland

13. Products and the Life Cycle
Roger Palmer, Adam Lindgreen

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

15. Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession
Michael Thomas

Avainsanat: Business and Management, Marketing