Marketing Metaphoria What Deep Metaphors Reveal about the Minds of Consumers

ISBN-10: 1422121151

ISBN-13: 9781422121153

Edition: 2008

Authors: Gerald Zaltman, Lindsay H. Zaltman

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Book details

List price: $29.95
Copyright year: 2008
Publisher: Harvard Business Review Press
Publication date: 4/1/2008
Binding: Hardcover
Pages: 230
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.188
Language: English

Undressing the Mind of the Consumer: Introduction to Deep Metaphors
How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit
Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking
Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking
Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking
Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Control : How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking
Deep Metaphors at Work: A Strategy for Workable Wondering
About the Authors
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