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Exploring metaphor as an alternative marketing language

Fillis, Ian and Rentschler, Ruth 2008, Exploring metaphor as an alternative marketing language, European business review, vol. 20, no. 6, pp. 492-514.

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Title Exploring metaphor as an alternative marketing language
Author(s) Fillis, Ian
Rentschler, Ruth
Journal name European business review
Volume number 20
Issue number 6
Start page 492
End page 514
Total pages 23
Publisher Emerald Group Publishing Ltd
Place of publication Bingley, England
Publication date 2008
ISSN 0955-534X
1758-7107
Keyword(s) arts
general management
marketing theory
metaphors
Summary Purpose: – The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of metaphor to marketing theory and practice. The subsequent connections made can help contribute towards understanding and coping with the theory/practice gap.

Design/methodology/approach:
– To date, the majority of metaphor application has tended to be literal and surface-level rather than theoretically grounded. This paper interrogates the literature surrounding metaphor in marketing and management fields, while also examining the contribution of other areas such as art. The paper constructs and debates the conceptual notion of the marketer as an artist.

Findings: – Incorporation of theoretically grounded metaphors into marketing theory can help develop a form of marketing which is capable of dealing with ambiguity, chaotic market conditions, creative thinking and practice.

Originality/value:
– Adoption of a metaphorical approach to marketing research helps to instil a critical and creative ethos in the research process. Marketers are concerned with identification and exploitation of opportunities. Metaphor assists in the process by enhancing visualisation of these future directions. We live out our lives to a large degree through the making of metaphorical connections. We should therefore embrace more qualitative, creative associations in marketing theory, as well as practice.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150502 Marketing Communications
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017690

Document type: Journal Article
Collections: School of Management and Marketing
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