Marketing Metaphoria: What Deep Metaphors Reveal About The Minds Of Consumers

14.31 Brand New 5 In stock! Order now!
Brand: Harvard Business Review Press
SKU: DADAX1422121151
ISBN : 1422121151

Domestic Shipping:$3.95
International Shipping: Add $20.
Qty: - +
   - OR -   
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
ISBN : 1422121151
Language : English
No of Pages : 230
Publication Date : 4/1/2008
Format/Binding : Hardcover
Book dimensions : 9.4x6.4x1
Book weight : 0.01

Write a review

Your Name:

Your Email:

Your Review: Note: HTML is not translated!

Rating: Bad           Good

Enter the code in the box below: