Table of Contents

Editorial Stance on Marketing Metaphors and Metamorphosis;  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, Rajendra S. Sisodia. Marketing Mix - Metaphorosis - the heavy toll of too much popularity; 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, Angela Dobele, Michael Beverland, and Joelle Vanhamme, 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 their 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; Michael Thomas

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FRED BEARD is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma, USA. IAN BUCKINGHAM is an employee engagement specialist and much published thought leader, with his own leadership career spanning financial services, people-centred consultancy and the communications agency worlds. STEPHEN BROWN is Professor of Marketing Research at the University of Ulster, UK. JOERI DE HAES is a senior research and teaching assistant at the Marketing Department of the University of Antwerp. CLAUDIA FISHER-BUTTINGER is the founder of boutique consulting firm Lemontree Brand Strategy, head-quartered in Munich, Germany JACOB GOLDENBERG, is an associate professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem, Israel ADAM LINDGREEN is Professor of Strategic Marketing at Hull University Business School, UK. MALCOLM MCDONALD is Professor of Marketing and Deputy Director Cranfield School of Management with special responsibility for E-Business. He also has an honorary Doctorate from Bradford University, UK SHINTARO OKAZAKI is Associate Professor of Marketing at Universidad Autonoma de Madrid, Spain. SHAUL OREG, is an assistant professor at the department of Sociology and Anthropology at the University of Haifa, Israel ROGER PALMER is Professor of Marketing and Management at Henley Management College, UK. He is also a visiting Professor at the Brisbane Graduate School of Business, Australia JAGDISH N. SHETH is Charles H. Kellstadt Professor of Marketing at Goizueta Business School, Emory University, USA RAJENDRA S. SISODIA is Professor of Marketing and founding director of the Center for Marketing Technology at Bentley College. He has a Ph.D. in marketing and business policy from Columbia University, USA MICHAEL THOMAS, OBE. is Past President of the Market Research society, past Chairman of the Chartered Institute of Marketing, and Emeritus Professor of Marketing at Strathclyde University, UK CAROLINE TYNAN, is Professor of Marketing and Head of the Marketing Nottingham University Business School, Vice President of the Academy of Marketing and Dean of the Academic Senate of the Chartered Institute of Marketing, UK CAN USLAY, is Assistant Professor of Marketing at Argyros School of Business and Economics, Chapman University. He currently serves as a Vice-Chair of Research for the Entrepreneurship SIG of the American Marketing Association CHRISTINE VALLASTER is a research fellow sponsored by the German Scientific Community (DFG). JOELLE VANHAMME is Assistant professor of Marketing at RSM Erasmus University Rotterdam and received her Ph.D. at the Catholic University of Louvain, Belgium WALTER VAN WATERSCHOOT, is professor of Marketing and Channel Management at the University of Antwerp, Belgium

About the Author

FRED BEARD is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma, USA. IAN BUCKINGHAM is an employee engagement specialist and much published thought leader, with his own leadership career spanning financial services, people-centred consultancy and the communications agency worlds. STEPHEN BROWN is Professor of Marketing Research at the University of Ulster, UK. JOERI DE HAES is a senior research and teaching assistant at the Marketing Department of the University of Antwerp. CLAUDIA FISHER-BUTTINGER is the founder of boutique consulting firm Lemontree Brand Strategy, head-quartered in Munich, Germany JACOB GOLDENBERG, is an associate professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem, Israel ADAM LINDGREEN is Professor of Strategic Marketing at Hull University Business School, UK. MALCOLM MCDONALD is Professor of Marketing and Deputy Director Cranfield School of Management with special responsibility for E-Business. He also has an honorary Doctorate from Bradford University, UK SHINTARO OKAZAKI is Associate Professor of Marketing at Universidad Autónoma de Madrid, Spain. SHAUL OREG, is an assistant professor at the department of Sociology and Anthropology at the University of Haifa, Israel ROGER PALMER is Professor of Marketing and Management at Henley Management College, UK. He is also a visiting Professor at the Brisbane Graduate School of Business, Australia JAGDISH N. SHETH is Charles H. Kellstadt Professor of Marketing at Goizueta Business School, Emory University, USA RAJENDRA S. SISODIA is Professor of Marketing and founding director of the Center for Marketing Technology at Bentley College. He has a Ph.D. in marketing and business policy from Columbia University, USA MICHAEL THOMAS, OBE. is Past President of the Market Research society, past Chairman of the Chartered Institute of Marketing, and Emeritus Professor of Marketing at StrathclydeUniversity, UK CAROLINE TYNAN, is Professor of Marketing and Head of the Marketing Nottingham University Business School, Vice President of the Academy of Marketing and Dean of the Academic Senate of the Chartered Institute of Marketing, UK CAN USLAY, is Assistant Professor of Marketing at Argyros School of Business and Economics, Chapman University. He currently serves as a Vice-Chair of Research for the Entrepreneurship SIG of the American Marketing Association CHRISTINE VALLASTER is a research fellow sponsored by the German Scientific Community (DFG). JOËLLE VANHAMME is Assistant professor of Marketing at RSM Erasmus University Rotterdam and received her Ph.D. at the Catholic University of Louvain, Belgium WALTER VAN WATERSCHOOT, is professor of Marketing and Channel Management at the University of Antwerp, Belgium.