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Marketing Metaphors and Metamorphosis

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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 5: Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?
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Chapter title
Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?
Chapter number 5
Book title
Marketing Metaphors and Metamorphosis
Published by
Palgrave Macmillan, London, January 2008
DOI 10.1057/9780230227538_5
Book ISBNs
978-1-349-54709-8, 978-0-230-22753-8
Authors

Malcolm McDonald

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