Marketing Metaphoria (What Deep Metaphors Reveal About the Minds of Consumers)

ISBN: 9781422121153
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Overview

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.

While major retailers like Amazon may carry Marketing Metaphoria (What Deep Metaphors Reveal About the Minds of Consumers), we specialize in bulk book sales and offer personalized service from our friendly, book-smart team based in Portland, Oregon. We’re proud to offer a Price Match Guarantee and a streamlined ordering experience from people who truly care.

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Product Details

Author:
Gerald Zaltman, Lindsay H. Zaltman
Format:
Hardcover
Pages:
230
Publisher:
Harvard Business Review Press (April 1, 2008)
Language:
English
ISBN-13:
9781422121153
ISBN-10:
1422121151
Weight:
19.36oz
Dimensions:
6.5" x 9.5"
Case Pack:
24
File:
TWO RIVERS-PERSEUS-Metadata_Only_Perseus_Distribution_Customer_Group_Metadata_20200304160623-20200609.xml
Folder:
TWO RIVERS
As low as:
$17.07
List Price:
$29.95
Publisher Identifier:
P-PER
Discount Code:
C
Pub Discount:
60

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