- Hardcover: 230 pages
- Publisher: Harvard Business Review Press; 50981st edition (April 1, 2008)
- Language: English
- ISBN-10: 1422121151
- ISBN-13: 978-1422121153
- Product Dimensions: 6.4 x 1 x 9.2 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 4.1 out of 5 stars See all reviews (21 customer reviews)
- Amazon Best Sellers Rank: #207,868 in Books (See Top 100 in Books)
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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers 50981st Edition
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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 their products/brands and their relationship with their customers, this book is a must buy. --AMA Book Review, June 25, 2008
About the Author
Gerald Zaltman is an emeritus professor at the Harvard Business School, and recipient of numerous awards for his contributions to marketing thought and practice. He has served on the Advisory Board of Harvard's "Mind, Brain, and Behavior Initiative." Lindsay Zaltman is Managing Director at Olson Zaltman Associates. His work has been cited in such publications as the New York Times, Fast Company, Business 2.0, and Variety. He has lectured extensively at various Fortune 500 companies and conferences.
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Top Customer Reviews
His (their) "metaphor" approach is supposed to be the subject of the book. But instead of sharing how to go about uncovering metaphors, the authors spend their time reverse engineering commercials and providing ex-post-facto explanations that justify the "theory" of deep metaphors. Qualitative market researchers have been asking consumers for metaphors since I can remember. For about 30 years I have asked consumers to tell me "what is it like to" do something, etc. Consumers do respond with metaphors that can be very useful. So, what is so proprietary about this approach? To be fair the book offers a taxonomy of metaphors. But the taxonomy does little to help the marketer actually connect with the consumer (unless you buy their consulting services). Because metaphors work in-context, and in-culture, not in a vacuum. The authors attempt to erase the importance of culture by claiming that understanding universals is enough. That contributes to marketing misconceptions instead of advancing the discipline.
I would like to caution readers that this approach to attract clients to their practice is unlikely to advance our understanding of consumer behavior. Post-hoc rationalizations can be interesting, but anyone can explain past events. The problem is predicting them.
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 behavior. While this book does cover material related to that sort of thing, it really covers so much more. The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters (one per each deep metaphor) and incorporate them into your own thinking. The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics.
This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow. Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light.
The only thing I wish they had done was layout better action steps. The information is great and if you know what to do with it then you'll be very glad you read this book.
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