Download or read book Marketing Metaphors and Metamorphosis written by P. Kitchen and published by Springer. This book was released on 2008-08-01 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.