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.
eBook - ePub
Marketing Metaphoria
What Deep Metaphors Reveal About the Minds of Consumers
- 230 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Marketing Metaphoria
What Deep Metaphors Reveal About the Minds of Consumers
About this book
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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
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Yes, you can access Marketing Metaphoria by Gerald Zaltman, Lindsay H. Zaltman in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over 1.5 million books available in our catalogue for you to explore.