Title
Skating on Thin Ice: A Metaphorical Approach to Teaching Services Marketing
Abstract
A metaphorical approach to teaching services marketing is explored. A discussion of the utility of metaphors is presented, and the role of metaphors in marketing is reviewed. The article then examines the “Thick Ice” problem of both professors and students pursuing low-risk learning strategies. A “Skating on Thin Ice” strategy of experimenting with the use of metaphors as pedagogical tools in services marketing classes is detailed. Other applications of the metaphorical approach are also considered. © 1994, Sage Publications. All rights reserved.
Publication Date
1-1-1994
Publication Title
Journal of Marketing Education
Volume
16
Issue
3
Number of Pages
101-110
Document Type
Article
Identifier
scopus
Personal Identifier
scopus
DOI Link
https://doi.org/10.1177/027347539401600311
Copyright Status
Unknown
Socpus ID
84970223856 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/84970223856
STARS Citation
Fisk, Raymond P.; Grove, Stephen J.; and Goodwin, Cathy, "Skating on Thin Ice: A Metaphorical Approach to Teaching Services Marketing" (1994). Scopus Export 1990s. 215.
https://stars.library.ucf.edu/scopus1990/215