Marketing metaphoria : what deep metaphors reveal about the minds of consumers / Gerald Zaltman, Lindsay H. Zaltman.
Material type: TextPublication details: Boston, Mass. : Harvard Business School Press, c2008.Description: xxi, 230 p., [8] p. of col. plates : ill. ; 24 cmISBN:- 9781422121153
- 1422121151
- HF5415.32 .Z353 2008
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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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.