Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers by Zaltman, Gerald
Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers by Zaltman, Gerald

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand...
$67.83 AUD
$67.83 AUD
SKU: 9781422121153
Product Type: Books
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Author: Gerald Zaltman
Format: Hardcover
Language: English
Subtotal: $67.83
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Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers by Zaltman, Gerald

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

$67.83
Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers by Zaltman, Gerald

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

$67.83
Author: Gerald Zaltman
Format: Hardcover
Language: English
Description
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this depth deficit and find the universal drivers of human behavior so vital to a firm's success.

Marketing Metaphoria reveals the powerful unconscious viewing lenses--called deep metaphors-- that shape what people think, hear, say, and do.

Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.


Author: Gerald Zaltman, Lindsay H. Zaltman
Publisher: Harvard Business Review Press
Published: 04/01/2008
Pages: 230
Binding Type: Hardcover
Weight: 1.21lbs
Size: 9.23h x 6.44w x 1.05d
ISBN: 9781422121153


Review Citation(s):
Reference and Research Bk News 02/01/2009 pg. 131
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