Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Exploring Metaphor as an Alternative Marketing Language
Authors: Fillis, Ian
Rentschler, Ruth
Contact Email:
Keywords: metaphor
Issue Date: 2008
Publisher: Emerald
Citation: Fillis I & Rentschler R (2008) Exploring Metaphor as an Alternative Marketing Language, European Business Review, 20 (6), pp. 492-514.
Abstract: 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. 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. Research Limitations/Implications – 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 of paper – 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.
Type: Journal Article
DOI Link:
Rights: Published by Emerald
Affiliation: Marketing and Retail Division
Deakin University

Files in This Item:
File Description SizeFormat 
Using Metaphor as an Aid to Creating a Language for business.pdf130.9 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.