MARKETING WARS – MILITARY ANALOGIES IN THE MARKETING AND MANAGEMENT LITERATURE
Date
2015
Authors
Papp-Váry Árpád
Journal Title
Journal ISSN
Volume Title
Publisher
Бургаски свободен университет
Abstract
War metaphors have been used for a long time in the world of marketing, and, in a broader sense, that of management. The most popular sources are probably the wisdoms of Chinese General Sun Tzu, the advices of German General Clausewitz, and, of course, the guerrilla ideas of Che Guevara.
Description
Keywords
marketing, metaphor, analogy, war, military