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

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 vitaWhy 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 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 What Deep Metaphors Reveal About the Minds of Consumers 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 tho

  • Title: Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
  • Author: Gerald Zaltman Lindsay H. Zaltman
  • ISBN: 9781422121153
  • Page: 385
  • Format: Hardcover
  • 1 thought on “Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers”

    1. The 7 deep metaphors are metaphors so not truly "deep" by definition. "Resource" is one two many its essence is control. There is no cognitive neuroscience in the book of any practical purpose. I choose this rank because classifying what people say into 7 categories does little or nothing to assist in the generation of a metaph The 7 "deep metaphors" are subject metaphors so not truly "deep" by definition. "Resource" is at its essence "control". There is no cognitive neuroscience in the book of [...]

    2. Gave it three stars because I like the ideas. I like the precursor book, "How Customers Think" a lot more. The main idea is the concept of deep metaphors. These metaphors drive human behavior and span all cultures. From an advertising perspective, to the extent you can address the deep metaphors that are most important to a personality type, you will be more persuasive. The problem is that it's hard to take practical ideas from the book if you don't have a million dollar market research budget.

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