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Metaphorical conceptualizations of marketing

Annals of Spiru Haret University. Economic Series

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Title Metaphorical conceptualizations of marketing
 
Creator BURCEA, Raluca Gabriela
 
Subject metaphor, marketing, cognitive theory, movement, military conflict, relationship
A12, M31
 
Description Currently, the centrality of marketing to enhancing the prosperity of businesses, individuals and even society is an undeniable fact. Marketing has emerged as a field worthy of being investigated by both marketing theorists and practitioners and specialized discourse researchers.  Since the apprehension of the highly complex and abstract marketing notions cannot be achieved spontaneously, metaphor represents a valuable tool for providing a better understanding of the domain in question. In this context, our paper aims to explore three of the most relevant conceptual metaphors used in relation to marketing, namely the MARKETING IS MOVEMENT, the MARKETING IS MILITARY CONFLICT and the MARKETING IS A RELATIONSHIP conceptual metaphors. Relying on a corpus formed of two notable works on marketing, we highlight the main linguistic realizations of the above-mentioned metaphors, with a focus on their emergence and prominence in close connection with the shifts in the conceptual paradigm of marketing. 
 
Publisher Editura Fundatiei Romania de Maine
 
Contributor —
 
Date 2010-09-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://anale.spiruharet.ro/index.php/economics/article/view/10315
 
Source Annals of Spiru Haret University. Economic Series; Vol 10, No 3 (2010); 153-160
2393-1795
 
Language eng
 
Relation http://anale.spiruharet.ro/index.php/economics/article/view/10315/pdf
 
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Rights Copyright (c) 2010 author
http://creativecommons.org/licenses/by-nc-sa/4.0