...Raymond P. Fisk The metaphors of “wiring” and “growing” are used to describe the infusion of technology into international services marketing. An example of wiring and growing the technology of international services marketing is examined. The wiring metaphor for services technology...

...Robert W. Boozer; David C. Wyld; James Grant Explores the use of metaphor as a particular feature of language for making sales messages more effective. Examines the concept of metaphor, its use in advertising and its use by marketing practitioners. Concludes that the effective use of language...