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
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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.

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