Μεταφορές και χρήση τους στον χώρο του μάρκετινγκ, της επικοινωνίας και της διαφήμισης
View/
Keywords
Πεδίο πηγής ; Προώθηση ; Μίγμα μάρκετινγκ ; Source domains ; Promotion ; Marketing mixAbstract
Marketing is one of the most important sectors of the wider field of Management. It is, perhaps, the most important tool of direct communication between the consumer and businesses, as it conveys messages both ways, important for the development of products and services and for the sustainable development of entrepreneurship. This message transfer, especially in the process of promotion, necessitates finding and using the right communication tools. This paper studies such a tool, the linguistic tool of metaphor. After determining the purpose of this study, a thorough explanation of the concept of metaphor itself follows, presenting it as a means of transferring messages from a source domain to a target domain. Based on the findings of the literature review and the theoretical study of this concept, an online research was conducted to detect the degree and manner of using metaphors for promotion, as part of the marketing mix. The results of this research converge largely on the dynamic and efficiency of metaphor as a marketing tool
Postgraduate Studies Programme
MBA TQM International - Ευρωπαϊκό Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων – Ολική Ποιότητα με διεθνή προσανατολισμό (MBA TQM Int)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
85Language
GreekCollections
Except where otherwise noted, this item's license is described as
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές