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Marketing as warfare: Reassessing a dominant metaphor

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  • Rindfleisch, Aric

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  • Rindfleisch, Aric, 1996. "Marketing as warfare: Reassessing a dominant metaphor," Business Horizons, Elsevier, vol. 39(5), pages 3-10.
    • Handle: RePEc:eee:bushor:v:39:y:1996:i:5:p:3-10
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    References listed on IDEAS

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    1. Thompson, Craig J & Pollio, Howard R & Locander, William B, 1994. "The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 432-452, December.
    2. Hirschman, Elizabeth C, 1993. "Ideology in Consumer Research, 1980 and 1990: A Marxist and Feminist Critique," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 537-555, March.
    3. Hunt, Shelby D. & Menon, Anil, 1995. "Metaphors and competitive advantage: Evaluating the use of metaphors in theories of competitive strategy," Journal of Business Research, Elsevier, vol. 33(2), pages 81-90, June.
    4. Oliver Heil & Thomas S. Robertson, 1991. "Toward a theory of competitive market signaling: A research agenda," Strategic Management Journal, Wiley Blackwell, vol. 12(6), pages 403-418, September.
    5. Hertzel, Michael G & Smith, Janet Kiholm, 1993. "Industry Effects of Interfirm Lawsuits: Evidence from Pennzoil v. Texaco," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 9(2), pages 425-444, October.
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