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Marketing Metaphors and Metamorphosis: an Introduction

In: Marketing Metaphors and Metamorphosis

Author

Listed:
  • Philip J. Kitchen

Abstract

This book is an extension to a trilogy beginning with The Future of Marketing (2003), followed by The Rhetoric and Reality of Marketing: an International Managerial Approach (2003), and then Marketing Mind Prints (2005). Each of these edited volumes dealt with the subject and discipline of marketing and were favoured by contributions from some of the leading theorists in the discipline. As was stated in a previous volume, marketing as a theory, practice, and discipline has now been under fire or under criticism for some time. Certainly the received wisdom associated with the managerial school of marketing and indeed the value of the school is under serious scrutiny by practitioners, and not least by theorists and students.

Suggested Citation

  • 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.
    • Handle: RePEc:pal:palchp:978-0-230-22753-8_1
    DOI: 10.1057/9780230227538_1
    as

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