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.

Publication Year: 2008
Imprint: Palgrave Macmillan UK
Format: H
Weight (Gram): 440