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Name: Marketing : Metaphors and Metamorphosis.
Author: Kitchen, Philip J. (ed.)
ISBN: 978-1-4039-9861-3

Marketing : Metaphors and Metamorphosis. マーケティング－隠喩と変容

・ISBN 978-1-4039-9861-3 hard

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著者・編者	Kitchen, Philip J. (ed.),
出版社	(Palgrave Macmillan, UK)
出版年月	2008
ページ数	240 pp.
言語	ENG
ニュース番号	＜554-574＞

解説

Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.