Marketing Metaphoria What Deep Metaphors Reveal About the Minds of Consumers

Marketing Metaphoria
  • Engels
  • Hardcover
  • 9781422121153
  • Druk: illustrated edition
  • april 2008
  • 230 pagina's
Alle productspecificaties

Samenvatting

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.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Hardcover
Druk
illustrated edition
Verschijningsdatum
april 2008
Aantal pagina's
230 pagina's
Illustraties
Nee

EAN

EAN
9781422121153

Overige kenmerken

Extra groot lettertype
Nee
Gewicht
545 g
Verpakking breedte
166 mm
Verpakking hoogte
32 mm
Verpakking lengte
242 mm

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