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.
Marketing Metaphors and Metamorphosis
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Book Details
Author(s)Philip J. Kitchen
PublisherPalgrave Macmillan
ISBN / ASIN1403998612
ISBN-139781403998613
MarketplaceFrance 🇫🇷