Marketing metaphors and metamorphosis / edited by Philip J. Kitchen.

Marketing metaphors and metamorphosis : an introduction / Philip J. Kitchen
Metaphors and marketing : some uses and abuses / Caroline Tynan
The globalization of markets and the rule of three / Jagdish N. Sheth, Can Uslay and Rajendra S. Sisodia
Marketing mix metaphorosis : the heavy toll of too much polarity / Walter van Waterschoot and Joeri De Haes
Market segmentation as a metaphor : whoever heard of Alexander the mediocre? / Malcolm McDonald
It's a kinda magic : adventures in alchemy / Stephen Brown
Viral marketing / Adam Lindgreen ... [et al.]
Viral marketing : how to spread the word via mobile device / Shintaro Okazaki
Brand ambassadors : strategic diplomats or tactical promoters? / Claudia Fisher-Buttinger and Christine Vallaster
Negative comparative advertising : when marketers attack / Fred Beard
Why do they lag and why should we care? / Jacob Goldenberg and Shaul Oreg
Relationship marketing as a marriage / Adam Lindgreen, Roger Palmer and Michael Beverland
Products and the life cycle / Roger Palmer and Adam Lindgreen
Don't blame it on the metaphor : marketing, metaphors and metamorphosis in the internal market / Ian Buckingham
Marketing, metaphors and metamorphosis : marketing management as a caring profession / Michael Thomas.