- 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: 21 customer reviews
- Amazon Best Sellers Rank: #689,345 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers 50981st Edition
Use the Amazon App to scan ISBNs and compare prices.
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who bought this item also bought
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.
Browse award-winning titles. See more
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
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.
Most recent customer reviews
Without knowing much about ZMET; interpretation may vary.Read more