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, underlying many exchanges and relationships.

PHILIP J. KITCHEN holds the Chair in Strategic Marketing at Hull University Business School. A graduate of the CNAA initially, he holds three higher academic degrees in marketing-related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the founder of International Conference on Corporate and Marketing Communications. He has published over 100 in academic journals around the world, and is the author and co-author of numerous books.

List of Figures	p. ix
List of Tables	p. xi
Acknowledgements	p. xii
Notes on the Contributors	p. xiii
Marketing Metaphors and Metamorphosis: an Introduction	p. 1
Metaphors and Marketing: Some Uses and Abuses	p. 10
The Globalization of Markets and the Rule of Three	p. 26
Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity	p. 42
Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?	p. 62
It's a Kinda Magic: Adventures in Alchemy	p. 88
Viral Marketing	p. 102
Viral Marketing: How to Spread the Word via Mobile Device	p. 118
Brand Ambassadors: Strategic Diplomats or Tactical Promoters?	p. 132
Negative Compariative Advertising: When Marketers Attack	p. 146
Why Do They Lag and Why Should We Care?	p. 162
Relationship Marketing as a Marriage	p. 172
Products and the Life Cycle	p. 183
Don't Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market	p. 195
Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession	p. 206
Index	p. 217
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Marketing Metaphors and Metamorphosis

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