↓ Skip to main content
What is this page? Embed badge

Marketing Metaphors and Metamorphosis

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

Table of Contents

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

Citations

dimensions_citation
10 Dimensions
Summary Dimensions citations
You are seeing a free-to-access but limited selection of the activity Altmetric has collected about this research output. Click here to find out more.
Chapter title
Negative Comparative Advertising: When Marketers Attack
Chapter number 10
Book title
Marketing Metaphors and Metamorphosis
Published by
Palgrave Macmillan, London, January 2008
DOI 10.1057/9780230227538_10
Book ISBNs
978-1-349-54709-8, 978-0-230-22753-8
Authors

Fred Beard, Beard, Fred

View on publisher site

This page is provided by Altmetric.