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Marketing Metaphors and Metamorphosis
Editor
- Philip J. Kitchen(University of Hull Business School)
Abstract
Individual chapters are listed in the "Chapters" tab
Suggested Citation
DOI: 10.1057/9780230227538
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Book Chapters
The following chapters of this book are listed in IDEAS- Philip J. Kitchen, 2008. "Marketing Metaphors and Metamorphosis: an Introduction," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 1, pages 1-9, Palgrave Macmillan.
- Caroline Tynan, 2008. "Metaphors and marketing: Some Uses and Abuses," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 2, pages 10-25, Palgrave Macmillan.
- Jagdish N. Sheth & Can Uslay & Rajendra S. Sisodia, 2008. "The Globalization of Markets and the Rule of Three," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 3, pages 26-41, Palgrave Macmillan.
- Walter Waterschoot & Joeri Haes, 2008. "Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 4, pages 42-61, Palgrave Macmillan.
- Malcolm McDonald, 2008. "Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 5, pages 62-87, Palgrave Macmillan.
- Stephen Brown, 2008. "It’s a Kinda Magic: Adventures in Alchemy," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 6, pages 88-101, Palgrave Macmillan.
- Adam Lindgreen & Angela Dobele & Michael Beverland & Joëlle Vanhamme, 2008. "Viral Marketing," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 7, pages 102-117, Palgrave Macmillan.
- Shintaro Okazaki, 2008. "Viral Marketing: How to Spread the Word via Mobile Device," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 8, pages 118-131, Palgrave Macmillan.
- Claudia Fisher-Buttinger & Christine Vallaster, 2008. "Brand Ambassadors: Strategic Diplomats or Tactical Promoters?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 9, pages 132-145, Palgrave Macmillan.
- Fred Beard, 2008. "Negative Comparative Advertising: When Marketers Attack," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 10, pages 146-161, Palgrave Macmillan.
- Jacob Goldenberg & Shaul Oreg, 2008. "Why Do They Lag and Why Should We Care?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 11, pages 162-171, Palgrave Macmillan.
- Adam Lindgreen & Roger Palmer & Michael Beverland, 2008. "Relationship Marketing as a Marriage," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 12, pages 172-182, Palgrave Macmillan.
- Roger Palmer & Adam Lindgreen, 2008. "Products and the Life Cycle," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 13, pages 183-194, Palgrave Macmillan.
- Ian Buckingham, 2008. "Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 14, pages 195-205, Palgrave Macmillan.
- Michael Thomas, 2008. "Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 15, pages 206-216, Palgrave Macmillan.
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