TY  - BOOK
AU  - Zaltman,Gerald
AU  - Zaltman,Lindsay H.
TI  - Marketing metaphoria: what seven deep metaphors reveal about the minds of consumers 
SN  - 9781422121153 :
AV  - HF5415.32 .Z353 2008
PY  - 2008///
CY  - Boston, MA
PB  - Harvard Business School Press
KW  - Consumer behavior
KW  - Metaphor
N1  - Includes bibliographical references (p.209-219) and index; How to think deeply: a brief guide to overcoming your depth deficit -- Foundations of deep metaphors: How managers benefit from discovering consumer similiarities -- Transformation: how changes in substance and circumstances affect consumer thinking -- Journey: How the meeting of past, present, and future affects consumer thinking -- Container: How inclusion, exclusion, and other boundaries affect consumer thinking -- Resource: How acquisitions and their consequences affect consumer thinking -- Control: how the sense of mastery, vulnerability, and well-being affects consumer thinking -- Deep metaphors at work: a strategy for workable wondering
ER  -