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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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How to Think Deeply

A Brief Guide to Overcoming Your Depth Deficit

McCann-Erickson Worldwide, a global leader in marketing communications, wanted to understand the challenges that chief executive officers and chief marketing officers face in achieving top-line growth in their firms. To get at the core issues, we conducted a number of lengthy interviews with some of the world’s most thoughtful and respected business leaders. For this book, we supplemented that initial study with additional interviews of leading industry executives so that our sample covered diverse industries.1 So, what was their biggest challenge? Without exception, these executives pointed to the depth deficit within their companies. They spoke not only about the absence of ...

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