Marketing as warfare: Reassessing a dominant metaphor

Aric Rindfleisch

doi:10.1016/S0007-6813(96)90060-9

Marketing as warfare: Reassessing a dominant metaphor

Research output: Contribution to journal › Article › peer-review

Original language	English (US)
Pages (from-to)	3-10
Number of pages	8
Journal	Business Horizons
Volume	39
Issue number	5
DOIs	https://doi.org/10.1016/S0007-6813(96)90060-9
State	Published - Sep 1996
Externally published	Yes

ASJC Scopus subject areas

Business and International Management
Marketing

Online availability

10.1016/S0007-6813(96)90060-9

Library availability

Discover UIUC Full Text

Cite this

@article{3a7ec7311aea45babafb58cd8afb485e,

title = "Marketing as warfare: Reassessing a dominant metaphor",

author = "Aric Rindfleisch",

year = "1996",

month = sep,

doi = "10.1016/S0007-6813(96)90060-9",

language = "English (US)",

volume = "39",

pages = "3--10",

journal = "Business Horizons",

issn = "0007-6813",

publisher = "Elsevier Limited",

number = "5",

}

TY - JOUR

T1 - Marketing as warfare

T2 - Reassessing a dominant metaphor

AU - Rindfleisch, Aric

PY - 1996/9

Y1 - 1996/9

UR - http://www.scopus.com/inward/record.url?scp=0043096498&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0043096498&partnerID=8YFLogxK

U2 - 10.1016/S0007-6813(96)90060-9

DO - 10.1016/S0007-6813(96)90060-9

M3 - Article

AN - SCOPUS:0043096498

SN - 0007-6813

VL - 39

SP - 3

EP - 10

JO - Business Horizons

JF - Business Horizons

IS - 5

ER -

Marketing as warfare: Reassessing a dominant metaphor

ASJC Scopus subject areas

Online availability

Library availability

Related links

Cite this