Opis: Marketing Metaphoria - Lindsay H. Zaltman, Gerald Zaltman

Meet the seven samurai of metaphor in this provocative follow-up to "How Customers Think". Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it. Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation - the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation.Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free. To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.

Szczegóły: Marketing Metaphoria - Lindsay H. Zaltman, Gerald Zaltman

Tytuł: Marketing Metaphoria
Autor: Lindsay H. Zaltman, Gerald Zaltman
Producent: Harvard Business School Press
ISBN: 9781422121153
Rok produkcji: 2008
Ilość stron: 272
Oprawa: Twarda
Waga: 0.54 kg

Recenzje: Marketing Metaphoria - Lindsay H. Zaltman, Gerald Zaltman