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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Marketing Metaphoria What Deep Metaphors Reveal About the Minds of Consumers
Author: Gerald Zaltman, Lindsay H. Zaltman
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 drive...  more »
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ISBN-13: 9781422121153
ISBN-10: 1422121151
Publication Date: 4/22/2008
Pages: 256
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Publisher: Harvard Business School Press
Book Type: Hardcover
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