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Marketing Valid Analytical Measurement

✍ Scribed by A. Gillespie; Sue Upton


Publisher
Springer-Verlag
Year
1999
Tongue
English
Weight
69 KB
Volume
4
Category
Article
ISSN
0949-1775

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## Abstract Using metaphor is widespread in management and marketing because it provides creativity. However, metaphor's validity is seldom investigated. This article offers an analysis of the validity of metaphor using three steps: (1) analysis of the metaphor's source concept, (2) analysis of the