{"product_id":"marketing-metaphors-and-metamorphosis-p-kitchen-9781403998613","title":"Marketing Metaphors and Metamorphosis","description":"In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under serious scrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing? \u003cp\u003e\u003c\/p\u003eMetaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying or overarching many exchanges and relationships. Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e P. Kitchen\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1403998612\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781403998613\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Palgrave MacMillan\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/01\/2008\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 227\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.95lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.50w x 0.80d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 06\/01\/2009","brand":"P. Kitchen","offers":[{"title":"Hardcover","offer_id":44056987435263,"sku":"9781403998613","price":115.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_0ae7099d-109d-48f7-bee6-31127ca9b349.jpg?v=1685044383","url":"https:\/\/www.whiterainbookhouse.com\/products\/marketing-metaphors-and-metamorphosis-p-kitchen-9781403998613","provider":"WR Book House","version":"1.0","type":"link"}