Book description
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.
Table of contents
- Cover
- Praise from Forward-Thinking Professionals
- Also by Gerald Zaltman
- Copyright
- Dedication
- Undressing the Mind of the Consumer: Introduction to Deep Metaphors
- Chapter 1: How to Think Deeply
- Chapter 2: Foundations of Deep Metaphors
- Chapter 3: Balance
- Chapter 4: Transformation
- Chapter 5: Journey
- Chapter 6: Container
- Chapter 7: Connection
- Chapter 8: Resource
- Chapter 9: Control
- Chapter 10: Deep Metaphors at Work
- Notes
- Acknowledgments
- About the Authors
Product information
- Title: Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
- Author(s):
- Release date: May 2008
- Publisher(s): Harvard Business Review Press
- ISBN: 9781422121153
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