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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers by Lindsay H. Zaltman, Gerald Zaltman

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Acknowledgments

Where to begin? So many people have contributed in so many ways to our thinking that it is impossible to keep track of these influences. We apologize in advance for what are certain to be significant omissions. But let’s start with the many firms, and their deep-thinking managers, who have allowed us to reference their ZMET projects in this book. Many of these examples are clearly identified, others are not, but in all cases they have added greatly to both the practical and intellectual richness of the book. Working with these managers has enhanced our own workable knowledge and workable wondering processes. We are also very grateful to the many companies, faculty, and students affiliated with Mind of the Market Lab—another major ...

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