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Author
Boguszewicz-Kreft Monika
Title
Metafory w marketingu
Metaphors in Marketing
Source
Ekonomika i Organizacja Przedsiębiorstwa, 2009, nr 8, s. 12-19, bibliogr. 14 poz.
Economics and Organization of Enterprise
Keyword
Marketing, Marketing przedsiębiorstwa, Metafory organizacyjne, Badania konsumenckie
Marketing, Enterprise marketing, Organisational metaphors, Consumer research
Note
streszcz., summ.,
Abstract
Szczególna forma języka – metafora jest szeroko wykorzystywana do opisu zjawisk występujących w marketingu. Znajduje ona zastosowanie m.in. w badaniach konsumenckich., w projektowaniu nowego produktu oraz tworzeniu wizerunku marki i komunikowania go rynko docelowym. (abstrakt oryginalny)

A particular form o f language – a metaphor is widely used to describe phenomena occurring in marketing. Among others, it proves to be useful, in consumer research, new product design, creating a brand image and transmitting it to target markets. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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  10. Morgan G., Paradigms, Metaphors, and Puzzle Solving in Organization Theory, „Administrative Science Quarterly", December 1980, Vol. 25, Issue 4.
  11. Parks B., Pharr S.W., Lockeman B.D., A Marketer's Guide to Clausewitz: Lessons for Winning Market Share, „Business Horizons", July-August 2004.
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Cited by
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ISSN
0860-6846
Language
pol
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