Author(s): Philip J. Kitchen
Edition: First Edition
Publisher: Palgrave Macmillan
Year: 2008
Language: English
Pages: 240
Contents......Page 8
List of Figures......Page 10
List of Tables......Page 12
Acknowledgements......Page 13
Notes on the Contributors......Page 14
1 Marketing Metaphors and Metamorphosis: an Introduction......Page 20
2 Metaphors and Marketing: Some Uses and Abuses......Page 29
3 The Globalization of Markets and the Rule of Three......Page 45
4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity......Page 61
5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?......Page 81
6 It’s a Kinda Magic: Adventures in Alchemy......Page 107
7 Viral Marketing......Page 121
8 Viral Marketing: How to Spread the Word via Mobile Device......Page 137
9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters?......Page 151
10 Negative Comparative Advertising: When Marketers Attack......Page 165
11 Why Do They Lag and Why Should We Care?......Page 181
12 Relationship Marketing as a Marriage......Page 191
13 Products and the Life Cycle......Page 202
14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market......Page 214
15 Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession......Page 225
B......Page 236
C......Page 237
E......Page 238
H......Page 239
L......Page 240
M......Page 241
N......Page 242
P......Page 243
S......Page 244
W......Page 245
Z......Page 246
