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Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumersby Gerald Zaltman
Synopses & Reviews
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.
Book News Annotation:
Authors Gerald Zaltman (business administration, Harvard Business School) and Lindsay Zaltman (managing director, Olson Zaltman Associates) contend that the reason advertising campaigns and new products often fail is because marketers fail to deeply explore the thoughts and feelings of their target consumers. The book offers a technique to reveal consumers' "unconscious viewing lenses" that determine what people hear, think, and do. Understanding these "deep metaphors" are critical in developing new products, creating engaging communications, and the other building blocks of marketing campaigns. The authors incorporate thousands of one-on-one interviews to identify seven primary deep metaphors. The book is clearly written and thought-provoking. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
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