Marketing metaphoria : what deep metaphors reveal about the minds of consumers
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--BOOK JACKET.
Bibliographic Information
| Format: | Book |
|---|---|
| Author: | Zaltman, Gerald. |
| Subject: |
Consumer behavior Metaphor |
| Publication Year: | 2008 |
| Language: | English |
| Published: | Boston, MA : Harvard Business Press, c2008. |
| ISBN: | 9781422121153 1422121151 9781422121153 (hbk.) |
| Notes: | Includes bibliographical references (p. 209-219) and index. |
| Course: |
ACT314 |
Availability at HKSYU Library
| Location | Call number | Status |
|---|---|---|
| English Book (4/F) | 658.8342 ZAL 2008 | Available |