||36 of 37 people found the following review helpful.| Much less than expected|By Felipe Korzenny|I have read Gerald Zaltman's work over the years. Sometimes he has made real important contributions. This time I am afraid to say that he promises something he does not deliver.
His (their) "metaphor" approach is supposed to be the subject of the book. But instead of sharing how to go about uncovering metaphors, the au||Customers are harder to pin down than we think and they must be listened to more carefully. For that insight alone, this book should be welcomed. --The Financial Times, May 22, 2008
For marketing managers who are interested in thinking deeply about
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 uncons... [PDF.gz09] Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers Rating: 4.67 (571 Votes)
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You easily download any file type for your device.Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers | Gerald Zaltman, Lindsay H. Zaltman. I have read it a couple of times and even shared with my family members. Really good. Couldnt put it down.
