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Other Papers on :Relationship Marketing

S/M/44. 'The crucial question arising is thus whether metaphors and their particular usage enlighten or rather distort our views and understanding¦' Discuss

(2004, 3400 words)

The following essay critically appraises the appropriateness of metaphors (e.g. relationship, marriage) with relevant examples from the service sector. In order to show the "big picture", the concept of relationship marketing is initially discussed as well as the terms "metaphor and relationship".
 
   
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