Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers

Business & Finance, Marketing & Sales, Research, Consumer Behaviour, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Marketing Metaphoria by Gerald Zaltman, Lindsay H. Zaltman, Harvard Business Review Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Gerald Zaltman, Lindsay H. Zaltman ISBN: 9781422147979
Publisher: Harvard Business Review Press Publication: May 6, 2008
Imprint: Harvard Business Review Press Language: English
Author: Gerald Zaltman, Lindsay H. Zaltman
ISBN: 9781422147979
Publisher: Harvard Business Review Press
Publication: May 6, 2008
Imprint: Harvard Business Review Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Harvard Business Review Press

Cover of the book The New Global Road Map by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Passion and Purpose by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Managing Your Career by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book The Hidden Power of Social Networks by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book HBR's 10 Must Reads Leadership Collection (4 Books) (HBR's 10 Must Reads) by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Red Ocean Traps (Harvard Business Review Classics) by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Entrepreneurial You by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Managing the Older Worker by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Reinventing Project Management by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Innovation Tournaments by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Playing to Win by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book The Analytical Marketer by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book Reverse Innovation in Health Care by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book The Medici Effect, With a New Preface and Discussion Guide by Gerald Zaltman, Lindsay H. Zaltman
Cover of the book HBR Guide to Managing Up and Across by Gerald Zaltman, Lindsay H. Zaltman
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy