Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers
Meet the Seven Samurai of metaphor in this follow-up to 'How Customers Think'. The authors explain how and why we use deep metaphors, which they define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it.
Gerald Zaltman is a Professor of Marketing at Harvard Business School and a Fellow at Harvard University's interdisciplinary Mind/Brain/Behavior Initiative. He is also Cofounder of the research and consulting firm, Olson Zaltman Associates (www.olsonzaltman.com).
NEWS: The 2008 800-CEO-READ Business Book Awards - Advertising & Marketing
Posted December 12, 2008, 5:10 PM with category of General BusinessThe books on our 2008 shortlist for the Advertising & Marketing Category are: The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It by John Gerzema and Ed Lebar (Jossey-Bass, October 2008) Companies put a lot of effort and money into their brands, which can sometimes be higher than the value they place on their customers. As this occurs, the number of quality performing brands decreases. According to Gerzema and Lebar, this is the brand bubble, and the result could have a serious blow to the economy. Read more
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