Autor: Robert Palmatier

No other nonhuman source has served as the basis for more metaphors than animals. Speaking of Animals is a dictionary of animal metaphors that are current in American English. It is comprehensive, hi …

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All r …

Each of the more than seven hundred entries in the dictionary contains a description of the historical background of each of the two types of language, literal and nonliteral, and provides an explana …

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays e …

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays e …