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Marketing Metaphors and Metamorphosis
 
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Marketing Metaphors and Metamorphosis
 
 
Palgrave Macmillan
 
 
 
 
 
01 Aug 2008
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£73.00
|Hardback Print on Demand
  
9781403998613
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DescriptionContentsAuthors

In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under serious scrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing?

Metaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying or overarching many exchanges and relationships. Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.


Description

In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under serious scrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing?

Metaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying or overarching many exchanges and relationships. Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.


Contents

Editorial Stance on Marketing Metaphors and Metamorphosis; Philip J. Kitchen
Metaphors and Marketing: Some uses and abuses; Caroline Tynan
The Globalization of Markets and the Rule of Three; Jagdish N. Sheth, Can Uslay, Rajendra S. Sisodia.
Marketing Mix - Metaphorosis - the heavy toll of too much popularity; Walter van Waterschoot and Joeri De Haes
Market Segmentation as a Metaphor - whoever heard of Alexander the Mediocre? Malcolm McDonald
It's a Kinda Magic: Adventures in Alchemy; Stephen Brown
Viral Marketing; Adam Lindgreen, Angela Dobele, Michael Beverland, and Joelle Vanhamme,
Viral Marketing - how to spread the word via mobile device; Shintaro Okazaki
Brand Ambassadors - strategic diplomats or tactical promoters?Claudia Fisher-Buttinger and Christine Vallaster
Negative Comparative Advertising - when marketers attack; Fred Beard
Why do they lag and why should we care? Jacob Goldenberg and Shaul Oreg
Relationship Marketing as a Marriage; Adam Lindgreen, Roger Palmer, and Michael Beverland
Products and their Life Cycle; Roger Palmer and Adam Lindgreen
Don't Blame it on the Metaphor: Marketing,  Metaphors, and Metamorphosis in the Internal  Market; Ian Buckingham
Marketing Metaphors and Metamorphosis; Michael Thomas


Authors

PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University Business School. He is the Founding Editor of the Journal of Marketing Communications. In 2003 he was listed as one of 'the top 50 gurus who have influenced the future of marketing' (Marketing Business). He is a Fellow of CIM, the RSA and Member of the Institute of Directors. His research interests lie in marketing theory, marketing communications, corporate communications, branding, and global marketing.