Product Description

Meet the seven samurai of metaphor in this provocative follow-up to How Customers Think. Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it.

Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free.

To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.

Product Details

• Amazon Sales Rank: #183830 in Books
• Published on: 2008-05-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 256 pages

Review
There are many books on marketing and branding but only one Marketing Metaphoria - and it's brilliant!
--Etaonlinereview.org.uk, September 2008

About the Author
Gerald Zaltman is The Joseph C. Wilson Professor of Business Administration at the Harvard Business School.

Lindsay Zaltman is Managing Director of the Pittsburgh office of Olson Zaltman Associates.

Customer Reviews

Couldn't put it down!
I REALLY enjoyed this book, read it in a couple of sessions and made copious quantities of notes and hi-lites in the book - not something I frequently do.

As a Hypnotherapist I found this a fascinating extension of my understanding of how we use metaphors to describe and make sense of daily events and life in general.

As a marketer I found it full of ideas as to how to implement metaphorical concepts in my marketing mix - something I will be implementing ASAP.

The ideas can be used by any company - irrespective of product(s) or service(s) on offer.

I highly recommend this book to anyone interested in discovering how we make sense of our world, and anyone interested in digging into the psychology behind why certain marketing campaigns are so effective and others not.

Excellent!