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Using Metaphor to Create More Effective Sales Messages

Robert W. Boozer, David C. Wyld, James Grant

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1990

515

Abstract

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 and particularly metaphor is vital for successful marketing and sales performance. Outlines a ten‐point strategy for developing metaphor skills in order to improve marketing messages and sales effectiveness.

Keywords

Citation

Boozer, R.W., Wyld, D.C. and Grant, J. (1990), "Using Metaphor to Create More Effective Sales Messages", Journal of Services Marketing, Vol. 4 No. 3, pp. 63-71. https://doi.org/10.1108/EUM0000000002520

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited

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