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

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


View All Available Formats & Editions
Choose Expedited Shipping at checkout for guaranteed delivery by Tuesday, January 29

Product Details

ISBN-13: 9781422121153
Publisher: Harvard Business Review Press
Publication date: 04/01/2008
Pages: 230
Sales rank: 1,036,102
Product dimensions: 6.50(w) x 9.50(h) x (d)

About 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.

Table of Contents

Undressing the Mind of the Consumer: Introduction to Deep Metaphors     xi
How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit     1
Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities     29
Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking     47
Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking     63
Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking     81
Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking     99
Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking     121
Resource: How Acquisitions and Their Consequences Affect Consumer Thinking     141
Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking     163
Deep Metaphors at Work: A Strategy for Workable Wondering     183
Notes     209
Acknowledgments     221
Index     223
About the Authors     229

What People are Saying About This

Gary W. Loveman

"Despite the availability of increasingly sophisticated methods, most customer relationships remain standardized, superficial, and lacking in informed customization. Through deep metaphors, the Zaltmans provide an insightful and provocative framework for identifying and learning from the implicit cognitive influences on customer decision making that can enhance and deepen intimacy and loyalty."--(Gary W. Loveman, Chairman, CEO and President, Harrah's Entertainment, Inc.)

Tom Long

"Any business seeking to build global brands should read the Zaltmans' groundbreaking work on metaphors. The universal power of deep metaphors crosses borders and generations, and enduring brands trade off this thinking, whether their owners know it or not."--(Tom Long, President and CEO, Miller Brewing Company)

Daniel H. Pink

"Marketing Metaphoria is one of the most fascinating business books I have read in a long time. A brilliant combination of deep insight and actionable advice, it will forever change how you think about marketing."--(Daniel H. Pink, author, A Whole New Mind)

Donna J. Sturgess

"A disruptive book that will change how you think about customer insights. The emotional power offered within these pages will energize you to dig deeper into your business and turn thin functional insights into rich emotional messages that will propel your business."--(Donna J. Sturgess, Global Head of Innovation, GlaxoSmithKline)

Steven Pinker

"An imaginative and insightful application of cognitive science to the world of business, rich with implications for both fields."--(Steven Pinker, Johnstone Family Professor, Department of Psychology, Harvard University, and author, How the Mind Works and The Stuff of Thought)

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews