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Marketing metaphoria : what deep metaphors reveal about the minds of consumers / Gerald Zaltman, Lindsay H. Zaltman.

By: Contributor(s): Material type: TextTextPublication details: Boston, Mass. : Harvard Business School Press, c2008.Description: xxi, 230 p., [8] p. of col. plates : ill. ; 24 cmISBN:
  • 9781422121153
  • 1422121151
Subject(s): LOC classification:
  • HF5415.32 .Z353 2008
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books (30-Day Checkout) Books (30-Day Checkout) Nash Library General Stacks HF5415.32.Z353 2008 1 Available 33710001238091

Includes bibliographical references (p. 209-219) and index.

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.