Titlebook: Marketing Metaphors and Metamorphosis; Philip J. Kitchen (Chair and Professor of Strategi Book 2008 Palgrave Macmillan, a division of Macm

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Viral Marketing,. Traditional referrals have been verbal, passed from person to person in every-day conversations, but the advent of technology has meant a viral message can travel farther and faster than a traditional referral. We consider here how to achieve this objective through ‘viral marketing’.

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Marketing Metaphors and Metamorphosis: an Introduction,nal Managerial Approach (2003), and then Marketing Mind Prints (2005). Each of these edited volumes dealt with the subject and discipline of marketing and were favoured by contributions from some of the leading theorists in the discipline. As was stated in a previous volume, marketing as a theory, p

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The Globalization of Markets and the Rule of Three,anny connections. They are powerful tools of rhetoric. Geniuses use them. The rest of us love them. However, a metaphor can also be ‘dead’, that is, so widely used that it can be dangerously misleading. Globalization is one such dead metaphor. Merriam-Webster defines it rather paradoxically:

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Marketing Mix Metaphorosis: the Heavy Toll of too much Popularity,rketing situation – even if this ismore obvious in somesituations than in others. Logically therefore its origin and traces are intertwined with those of the marketing discipline. The antecedents of marketing go way back into the history of many economies, even if these show different time patterns

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Market Segmentation as a Metaphor: Whoever Heard of Alexander the Mediocre?,mentation has become a confusing metaphor, badly explained, poorly implemented and, also, one of the last bastions of marketing ignorance. Indeed, a recent . article about 30,000 failed product launches in the US put their failure down principally to inadequate market segmentation (Christensen et al

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Viral Marketing,s. The referral from customers and clients to prospects carries an implied endorsement for the company (and its products and services) – and it’s free. Traditional referrals have been verbal, passed from person to person in every-day conversations, but the advent of technology has meant a viral mess

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