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

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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
by Gerald Zaltman, Lindsay H. Zaltman
from Harvard Business School Press

Customer Reviews:

• Avg. Customer Rating: 5.0 / 5.0

• Get away from the marketing treadmill
  On the treadmill of front-line marketing, it's easy to get caught up in the never-ending lists and deadlines, rather than stepping back to think more broadly and deeply about who we really are, who we're trying to reach and what we're really trying to accomplish.
  As I read the Zaltmans' Marketing Metaphoria, it felt like a sudden holiday getaway that whisked me away from my lists and deadlines and into a calmer, almost meditative place. Readable and engaging, this book helped me step back and reflect... more info

• Timely and much needed
  The Zaltmans' new book can truly be described as insightful. By way of transparency, I should point out that I am priveleged enough to have Jerry Zaltman's endorsement on the back cover of my own recently released book, "Brand Meaning." Though I have never met him, I know Jerry to be an astute and visionary commentator on consumer behavior. Anybody who has read "How Customers Think" will know that. What "Marketing Metaphoria" illustrates so well is that only by probing deep into the way people think about... more info

• Brilliant and well-needed resource for marketing
  ...as a professional who has introduced neuroscience into leadership, I can personally attest to the importance of "thinking more about our thinking" when it comes to why we do what we do. Though we all on some level know this, Zaltman has written brilliantly and pragmatically these sometimes forgotten truths that truly affect decision making. This is a classic!
  

• A Resource to Transform Your Thinking
  By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile.
  Interestingly, I bought this book based solely on the title and my expectation that it would be full of new ideas and insights about how using metaphors in marketing tactics would influence consumer... more info

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