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Marketing Metaphors and Metamorphosis

Overview of attention for book
Cover of 'Marketing Metaphors and Metamorphosis'

Table of Contents

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    Book Overview
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    Chapter 1 Marketing Metaphors and Metamorphosis: an Introduction
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    Chapter 2 Metaphors and marketing: Some Uses and Abuses
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    Chapter 3 The Globalization of Markets and the Rule of Three
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    Chapter 4 Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity
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    Chapter 5 Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?
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    Chapter 6 It’s a Kinda Magic: Adventures in Alchemy
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    Chapter 7 Viral Marketing
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    Chapter 8 Viral Marketing: How to Spread the Word via Mobile Device
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    Chapter 9 Brand Ambassadors: Strategic Diplomats or Tactical Promoters?
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    Chapter 10 Negative Comparative Advertising: When Marketers Attack
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    Chapter 11 Why Do They Lag and Why Should We Care?
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    Chapter 12 Relationship Marketing as a Marriage
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    Chapter 13 Products and the Life Cycle
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    Chapter 14 Don’t Blame it on the Metaphor: Marketing, Metaphors and Metamorphosis in the Internal Market
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    Chapter 15 Marketing, Metaphors and Metamorphosis: Marketing Management as a Caring Profession
Attention for Chapter 12: Relationship Marketing as a Marriage
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Citations

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Chapter title
Relationship Marketing as a Marriage
Chapter number 12
Book title
Marketing Metaphors and Metamorphosis
Published by
Palgrave Macmillan, London, January 2008
DOI 10.1057/9780230227538_12
Book ISBNs
978-1-349-54709-8, 978-0-230-22753-8
Authors

Adam Lindgreen, Roger Palmer, Michael Beverland, Lindgreen, Adam, Palmer, Roger, Beverland, Michael

View on publisher site
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 1 Mendeley reader of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 1 100%

Demographic breakdown

Readers by professional status Count As %
Unknown 1 100%
Readers by discipline Count As %
Arts and Humanities 1 100%

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