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.
CITATION STYLE
Kitchen, P. J. (2008). Marketing metaphors and metamorphosis. Marketing Metaphors and Metamorphosis (pp. 1–227). Palgrave Macmillan. https://doi.org/10.1057/9780230227538
Mendeley helps you to discover research relevant for your work.