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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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Contents

Praise from Forward-Thinking Professionals
Also by Gerald Zaltman
Undressing the Mind of the Consumer: Introduction to Deep Metaphors
1 How to Think Deeply
A Brief Guide to Overcoming Your Depth Deficit
2 Foundations of Deep Metaphors
How Managers Benefit from Discovering Consumer Similarities
3 Balance
How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinkng
4 Transformation
How Changes in Substance and Circumstances Affect Consumer Thinking
5 Journey
How the Meeting of Past, Present, and Future Affects Consumer Thinking
6 Container
How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
7 Connection
How the Need to Relate to Oneself and Others ...

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