Marketing Metaphors and Metamorphosis

Kitchen, P.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2008-08-01

Format: Hardcover

ISBN-13: 9781403998613

DOI: 10.1057/9780230227538

Dimensions: 216cm x140cm

Pages: 227