MARKETING WARS – MILITARY ANALOGIES IN THE MARKETING AND MANAGEMENT LITERATURE
MARKETING WARS – MILITARY ANALOGIES IN THE MARKETING AND MANAGEMENT LITERATURE

Author(s): Árpád Papp-Váry
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Marketing; metaphor; analogy; war; military
Summary/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

• Details
• Contents