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on May 23, 2016
The 7 "deep metaphors" are subject metaphors so not truly "deep" by definition. "Resource" is at its essence "control". There is no cognitive neuroscience in the book of any practical purpose. I choose this rank because classifying what people say into 7 categories does little or nothing to assist in the generation of a metaphor or any appreciation of the power of metaphor. If the book really wanted to teach you something they would share with you the questions they ask in the two hour interviews after the images are clipped and why. You can break anything and everything down to something so this book is very poor in relation to the work of others in this field.
1 helpful vote
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on June 2, 2008
By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile.

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.
6 helpful votes
7 helpful votes
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on November 16, 2012
This book covers some areas of marketing that are rarely, if ever, talked about. I found myself taking notes and found the stories in the book to be very interesting. The authors have clearly done their homework on this topic and you'll come away with a lot of insights.

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.
1 helpful vote
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on September 18, 2014
A creative synthesis of current reality harkening back to the groundbreaking work of Aristotle. A must read for any person seeking deeper understanding of themselves and other's motivations and sub-conscious dialogue leading to decision making. A real treat!
1 helpful vote
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on December 19, 2012
As a marketing person, I am always interested in tools and concepts that help me grab attention and connect, This book delivers great valuable insights and deep concepts about both of them. Easy to read and the best is it applies their concepts so you can learn by an thier example.
1 helpful vote
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on February 9, 2013
Gerald Zaltman made a huge discovery and his book is amazing.
If you are interested in learning how we think you just have to read this.
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on August 7, 2016
5* are not enough to address the quality of the content! I found it though a bit difficult to read at times and it took me 3 times more than usual to read. Valuable companion to my journey to the consumers hearts and minds!
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on December 10, 2015
Very interesting framework to analyze consumer behavior. I think I need to read this book twice to make sure I grasp the key metaphors the author explains
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on August 1, 2016
Excellent!!! very inspiring book
1 helpful vote
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on January 10, 2009
This is an interesting book, but you need to review the ZMET method.

Without knowing much about ZMET; interpretation may vary. This could be considered a new step of the stairway to understanding human needs.

It would be highly appreciated if Zaltman could write a book about Interpretation of the ZMET Method, as this is the milestone.
2 helpful votes
3 helpful votes
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