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Marketing Metaphoria

By Zaltman, Lindsay H.

Marketing Metaphoria Natural Sciences

Marketing Metaphoria

Only 2 items left in stock
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.
Product details
Edition:
1
Number of Pages:
230
Release Date:
2008-04-22
Publication Date:
2008-04-22
Publisher:
Harvard Business Review Press
Languages:
Published: English, Original: English
ISBN10:
1422121151
ISBN13:
9781422121153
Weight:
544 g
Height:
24.1 cm
Width:
16.5 cm
Thickness:
3.1 cm
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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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