by Gerald Zaltman, Lindsay H. Zaltman · ISBN 9781422121153
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Discover how deep metaphors reveal the thoughts of consumers in 'Marketing Metaphoria' by Gerald Zaltman and Lindsay H. Zaltman. This book explores consumer behavior through seven key metaphors, offering a new perspective on marketing strategies. Includes bibliographical references and index.
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Gerald Zaltman is the Joseph C. Wilson Professor Emeritus at Harvard Business School and the author and editor of 20 books. His newest book is Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making,. Other books include the international best selling How Customers Think, and Marketing Metaphoria. In 1997 he founded the market research consulting firm Olson Zaltman Associates in partnership with Jerry C. Olson, Professor of Marketing Emeritus, Smeal College of Business at Penn State. Zaltman patented the Zaltman Metaphor Elicitation Technique, a method used to delve into the unconscious thinking that drives behavior.
