From Courtship to Marriage in Marketing

The main objective of this chapter is to look at the concept of marketing from an integrative perspective, arguing for the complexity of the marketing philosophy and practices from linguistic, psychological and social points of view. Revisiting the concept of metaphor as a cognitive instrument will provide new insights into how it is employed and functions in marketing. Looking at the society's evolution and the importance it gives to the individual will contribute to understanding the changes in the way marketing is conceptualized and will help the author formulate some cognitive and linguistic consequences of these changes.