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Marketing metaphoria : what seven deep metaphors reveal about the minds of consumers / Gerald Zaltman, Lindsay H. Zaltman.
Publication details: Boston, MA : Harvard Business School Press, 2008.Description: xxi, 230 p., [8] p. of plates: ill. (some col.).; 23 cmContent type:- text
- unmediated
- volume
- 9781422121153 :
- 1422121151 :
- HF5415.32 .Z353 2008
Contents:
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5415.32 .Z353 2008 (Browse shelf(Opens below)) | Available | 600507 |
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.
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