فهرست مطالب
Contents......Page 8
List of Figures......Page 10
List of Tables......Page 12
Acknowledgements......Page 13
Notes on the Contributors......Page 14
1 Marketing Metaphors and Metamorphosis: an Introduction......Page 20
2 Metaphors and Marketing: Some Uses and Abuses......Page 29
3 The Globalization of Markets and the Rule of Three......Page 45
4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity......Page 61
5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?......Page 81
6 It’s a Kinda Magic: Adventures in Alchemy......Page 107
7 Viral Marketing......Page 121
8 Viral Marketing: How to Spread the Word via Mobile Device......Page 137
9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters?......Page 151
10 Negative Comparative Advertising: When Marketers Attack......Page 165
11 Why Do They Lag and Why Should We Care?......Page 181
12 Relationship Marketing as a Marriage......Page 191
13 Products and the Life Cycle......Page 202
14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market......Page 214
15 Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession......Page 225
B......Page 236
C......Page 237
E......Page 238
H......Page 239
L......Page 240
M......Page 241
N......Page 242
P......Page 243
S......Page 244
W......Page 245
Z......Page 246
List of Figures......Page 10
List of Tables......Page 12
Acknowledgements......Page 13
Notes on the Contributors......Page 14
1 Marketing Metaphors and Metamorphosis: an Introduction......Page 20
2 Metaphors and Marketing: Some Uses and Abuses......Page 29
3 The Globalization of Markets and the Rule of Three......Page 45
4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity......Page 61
5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?......Page 81
6 It’s a Kinda Magic: Adventures in Alchemy......Page 107
7 Viral Marketing......Page 121
8 Viral Marketing: How to Spread the Word via Mobile Device......Page 137
9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters?......Page 151
10 Negative Comparative Advertising: When Marketers Attack......Page 165
11 Why Do They Lag and Why Should We Care?......Page 181
12 Relationship Marketing as a Marriage......Page 191
13 Products and the Life Cycle......Page 202
14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market......Page 214
15 Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession......Page 225
B......Page 236
C......Page 237
E......Page 238
H......Page 239
L......Page 240
M......Page 241
N......Page 242
P......Page 243
S......Page 244
W......Page 245
Z......Page 246
