search query: @author Grove, S. J. / total: 3
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| Author: | Fisk, R. P. Grove, S. J. |
| Title: | Applications of impression management and the drama metaphor in marketing: An introduction |
| Journal: | European Journal of Marketing
1996 : VOL. 30:9, p. 6-12 |
| Index terms: | CONSUMER BEHAVIOUR MANAGEMENT ARTS |
| Language: | eng |
| Abstract: | In marketing, impression management is a fundamental phenomenon and it can be utilized in various ways throughout any aspect of marketing management. This article is an opening for special issue which includes four articles concerning of the drama metaphor and impression management in marketing. The first article offers an insightful and definite discussion of the use of metaphors in services research; the second presents a discussion of humour research, with a focus on the fundamental attributes of comedy from a drama perspective; the third article offers a detailed perspective on the physician-patient encounter from a drama perspective; the fourth develops an analysis framework for the front stage region of the service delivery system within a retail store setting. |
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