Metaphors and competitive advantage: evaluating the use of metaphors in theories of competitive strategy

Article Abstract:

Marketing strategists have frequently applied metaphors to characterize their operations and provide a coherent logic to their actions. The most common metaphors involve the words war, marriage, game and organism. Each metaphor is accompanied by a set of words defining working units, or ontology, as well as the concepts and theories that are used to liken the marketing process to actions of warfare or growth. Thus, the value system inherent in the metaphor is also applied to the concept to which is is translated.

Analysis, Usage, Business planning, Metaphor

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Ethics and marketing management: a retrospective and prospective commentary

Article Abstract:

Research is presented concerning the ethical problems which are faced by practitioners of marketing, the opportunities which exist for unethical behavior to occur and the lack of influence of industry codes of ethics.

Marketing, Research, Ethical aspects, Business enterprises, Professional ethics

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Does marketing success lead to market success?

Article Abstract:

Relationship between marketing success and economy's market success is examined.

United States, Forecasts, trends, outlooks, Market Targeting & Approach, Evaluation, Economic aspects, Forecasts and trends, Markets (Economics), Market trend/market analysis, Market strategy

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