Auteur:
Gerald Zaltman
Lindsay H. Zaltman
- Engels
- Hardcover
- 9781422121153
- Druk: illustrated edition
- april 2008
- 230 pagina's
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
Betrokkenen
- Auteur(s)
- Gerald Zaltman Lindsay H. Zaltman
- Uitgever
- Harvard Business Review Press
EAN
- EAN
- 9781422121153
Overige kenmerken
- Extra groot lettertype
- Nee
- Gewicht
- 544 g
- Studieboek
- Ja
- Verpakking breedte
- 165 mm
- Verpakking hoogte
- 241 mm
- Verpakking lengte
- 241 mm
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