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

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)