Marketing Metaphoria : What Deep Metaphors Reveal About the Minds of Consumers
Book Details
Format
Hardback or Cased Book
ISBN-10
1422121151
ISBN-13
9781422121153
Publisher
Harvard Business Review Press
Imprint
Harvard Business Review Press
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Apr 1st, 2008
Print length
230 Pages
Weight
572 grams
Dimensions
24.20 x 16.60 x 2.50 cms
Product Classification:
Sales & marketing
Ksh 4,050.00
Re-Printing
0 in stock
Delivery Location
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Secure
Quality
Fast
Explains how and why we use deep metaphors. This book focuses on the seven metaphors - balance, connection, container, control, journey, resource, and transformation and shows how deep metaphors unconsciously pervade and shape our lives.
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.
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.
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