Marketing’s metaphors have expired: An argument for a new dominant metaphor
Bibliographic record
Abstract
The discipline of marketing uses many metaphors. Historically, the dominant metaphors in marketing strategy have been adapted from warfare and military science. The purpose of this conceptual article is to analyze and evaluate commonly used warfare metaphors in marketing strategy. A cross-domain comparison of these metaphors and conceptualizations of war are assessed to determine whether they are still appropriate in light of the advancements in both military science and marketing theory. The analysis found that there are many fundamental and questionable differences between these two domains; therefore, a new conceptual metaphor for marketing strategy is proposed.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.011 | 0.015 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.003 | 0.002 |
| Science and technology studies | 0.006 | 0.054 |
| Scholarly communication | 0.010 | 0.024 |
| Open science | 0.002 | 0.006 |
| Research integrity | 0.005 | 0.008 |
| Insufficient payload (model declined to judge) | 0.005 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".