Marketing metaphors and metamorphosis
Kitchen, Philip J.

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  • Marketing metaphors and metamorphosis
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Marketing metaphors and metamorphosis/ edited by Philip J. Kitchen.
    其他作者: Kitchen, Philip J.
    出版者: Houndmills, Basingstoke, Hampshire [England] ;PalgraveMacmillan, : 2008.,
    面頁冊數: 1 online resource (xviii, 227 p.) :ill.
    附註: Description based on print version record.
    內容註: Marketing metaphors and metamorphosis : an introduction / 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 and Rajendra S. Sisodia -- Marketing mix metaphorosis : the heavy toll of too much polarity / 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 ... [et al.] -- Viral marketing : how to spread the word via mobile device/ Shintaro Okazaki -- Brand ambassadors : strategic diplomats or tacticalpromoters? / Claudia Fisher-Buttinger and Christine Vallaster -- Negative comparative advertising : when marketers attack / Fred Beard -- Whydo 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 the life cycle/ Roger Palmer andAdam Lindgreen -- Don't blame it on the metaphor : marketing, metaphors and metamorphosis in the internal market / Ian Buckingham -- Marketing, metaphors and metamorphosis : marketing management as a caring profession / Michael Thomas.
    標題: Communication in marketing. -
    電子資源: http://link.springer.com/10.1057/9780230227538access to fulltext (Palgrave)
    ISBN: 0230227538 (electronic bk.)
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