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.

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.