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.
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Fisk et al. (1994) studied this question.
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