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Applications of impression management and the drama metaphor in marketing: an introduction

Applications of impression management and the drama metaphor in marketing: an introduction In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific vehicle for their development. This special issue of the European Journal of Marketing represents an attempt to rectify that circumstance. Discusses in broad terms the relationship of impression management to marketing, while arguing that much room for applications such as impression management’s drama metaphor abound. To demonstrate the efficacy of impression management for marketing, briefly presents the four articles that comprise this special issue. Finally, registers a call for continued work in the area of impression management’s application to marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Applications of impression management and the drama metaphor in marketing: an introduction

Raymond P. Fisk; Stephen J. Grove
European Journal of Marketing , Volume 30 (9): 7 – Sep 1, 1996
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References (50)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569610130061
Publisher site
See Article on Publisher Site

Abstract

In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific vehicle for their development. This special issue of the European Journal of Marketing represents an attempt to rectify that circumstance. Discusses in broad terms the relationship of impression management to marketing, while arguing that much room for applications such as impression management’s drama metaphor abound. To demonstrate the efficacy of impression management for marketing, briefly presents the four articles that comprise this special issue. Finally, registers a call for continued work in the area of impression management’s application to marketing.

Journal

European Journal of Marketing – Emerald Publishing

Published: Sep 1, 1996

Keywords: Consumer behaviour; Management; Marketing

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