Marketing Metaphors and Metamorphosis /
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, und...
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| Format: | eBook |
| Language: | English |
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London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan,
2008.
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (XVIII, 227 pages) |
| ISBN: | 9780230227538 |
| DOI: | 10.1057/9780230227538 |