Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

Overview


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 ...

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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

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Overview


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.

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  • Lindsay Zaltman
    Lindsay Zaltman  

Editorial Reviews

The Financial Times
Customers are harder to pin down than we think and they must be listened to more carefully. For that insight alone, this book should be welcomed.
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Product Details

  • ISBN-13: 9781422121153
  • Publisher: Harvard Business Review Press
  • Publication date: 4/22/2008
  • Pages: 230
  • Sales rank: 952,014
  • Product dimensions: 6.30 (w) x 9.30 (h) x 0.80 (d)

Meet the Author

Gerald Zaltman is an emeritus professor at the Harvard Business School, and recipient of numerous awards for his contributions to marketing thought and practice. He has served on the Advisory Board of Harvard's "Mind, Brain, and Behavior Initiative."

Lindsay Zaltman is Managing Director at Olson Zaltman Associates. His work has been cited in such publications as the New York Times, Fast Company, Business 2.0, and Variety. He has lectured extensively at various Fortune 500 companies and conferences.

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Table of Contents

Undressing the Mind of the Consumer: Introduction to Deep Metaphors

1 How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit 1

2 Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities 29

3 Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking 47

4 Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking 63

5 Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking 81

6 Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking 99

7 Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking 121

8 Resource: How Acquisitions and Their Consequences Affect Consumer Thinking 141

9 Control : How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking 163

10 Deep Metaphors at Work: A Strategy for Workable Wondering 183

Notes 209

Acknowledgments 221

Index 223

About the Authors 229

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