Feel Free Read Marketing Metaphors and Metamorphosis: Social psychology MOBI
Marketing Metaphors and MetamorphosisEdited byPhilip J. KitchenContentsList of FiguresixList of TablesxiAcknowledgementsxiiNotes on the Contributorsxiii1 Marketing Metaphors and Metamorphosis: an Introduction 1Philip J. Kitchen2 Metaphors and Marketing: Some Uses and Abuses 10Caroline Tynan3 The Globalization of Markets and the Rule of Three 26Jagdish N. Sheth, Can Uslay and Rajendra S. Sisodia 4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity42Walter van Waterschoot and Joeri De Haes 5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre? 62Malcolm McDonald6 It’s a Kinda Magic: Adventures in Alchemy 88Stephen Brown7 Viral Marketing102Adam Lindgreen, Angela Dobele, Michael Beverland and Joe¨lle Vanhamme8 Viral Marketing: How to Spread the Word via Mobile Device118Shintaro Okazakivii9781403-998613_01_prexviii.3d 6/26/200817:30:55viiiContents9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters? 132Claudia Fisher-Buttinger and Christine Vallaster 10 Negative Comparative Advertising: When Marketers Attack146Fred Beard11 Why Do They Lag and Why Should We Care? 162Jacob Goldenberg and Shaul Oreg12 Relationship Marketing as a Marriage 172Adam Lindgreen, Roger Palmer and Michael Beverland 13 Products and the Life Cycle183Roger Palmer and Adam Lindgreen14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market 195Ian Buckingham15 Marketing, Metaphor
