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Boguszewicz-Kreft Monika
Metafory w marketingu
Metaphors in Marketing
Ekonomika i Organizacja Przedsiębiorstwa, 2009, nr 8, s. 12-19, bibliogr. 14 poz.
Economics and Organization of Enterprise
Marketing, Marketing przedsiębiorstwa, Metafory organizacyjne, Badania konsumenckie
Marketing, Enterprise marketing, Organisational metaphors, Consumer research
streszcz., summ.,
Szczególna forma języka – metafora jest szeroko wykorzystywana do opisu zjawisk występujących w marketingu. Znajduje ona zastosowanie 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)
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  2. Baron S., Harris K., Service Marketing. Texts and Cases, Palgrave, Hampshire - New York 2003.
  3. Bower J.L., Business and Battles: Inappropriate Lessons - Joseph Bower Replies, "Harvard Business Review", January-February 1991.
  4. Gilbert J., Jazz, Gestalt, and the Year Ahead for Marketers, „Journal of Advertising Research", September 2005, Vol. 45, Issue 3.
  5. Grove S. J., Fisk R.P., Service Theater: An Analytical Framework for Services Marketing, w: Ch. Lovelock, J. Wirtz, Services Marketing, Pearson Prentice Hall, New Jersey 2004.
  6. Holbrook M.B., Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music-, Management-, and Marketing-Related Themes, „Foundations & Trends in Marketing", 2007, Vol. 2, Issue 3/4.
  7. John J., Grove S.J., Fisk R.P., Improvisation in service performances: lessons from jazz, „Managing Service Quality", 2006, Vol. 16, Issue 3.
  8. Kamoche K., Cunha M.P. e, Cunha J.V. da, Towards a Theory of Organizational Improvisation: Looking Beyond the Jazz Metaphor, „Journal of Management Studies", December 2003, Vol. 40, Issues.
  9. Leybourne S.A., Managing improvisation within change management: Lessons from UK financial services, „Service Industries Journal", January 2006, Vol. 26, Issue 1.
  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.
  12. Schmitt B., Rogers D.L., Vrotsos K., There's No Business That's Not Show Business: Marketing in an Experience Culture, FT Press, 2003.
  13. Schon D.A., Generative metaphor, A perspective on problem-setting in social policy, [w:] Metaphor and Thought, (ed.) A. Ortony, Cambridge University Press, 1993.
  14. Zaltman G., How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School Press, Boston 2003.
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