Kitchen, Philip J.
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
Nyckelord: Business and Management, Marketing
- Utgivare
- Kitchen, Philip J.
- Utgivare
- Springer
- Utgivningsår
- 2008
- Språk
- en
- Utgåva
- 1
- Sidantal
- 245 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9780230227538
- Tryckt ISBN
- 978-1-349-54709-8