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ORIGINAL PAPER
A METAPHORICAL DESCRIPTION OF ORGANIZATION IN THE MANAGEMENT AND MARKETING OF SERVICE COMPANIES
1
Wyższa Szkoła Bankowa w Gdańsku
2
Uniwersytet Jagielloński
Online publication date: 2016-12-20
Publication date: 2016-12-20
NSZ 2016;11(1):27-36
KEYWORDS
TOPICS
ABSTRACT
The aim of the article is to indicate the significance of metaphors in a description of activities performed by an organisation, and to present the selected metaphors applied in management and marketing of service companies, with particular consideration of media organizations. In the article the method of literature analysis has been applied. The article presents the notion of a metaphor and its role in organizations, the typology of metaphors and some examples of their application in service and media organizations in particular, focusing on metaphors of the theatre and the orchestra. The limitations of metaphors have been also indicated.
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| eISSN: | 2719-860X |
| ISSN: | 1896-9380 |
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