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Marketing metaphoria: what deep metaphors reveal about the minds of consumers

Author: Zaltman, Gerald ; Zaltman, Lindsay H.Publisher: Harvard Business School Press, 2008.Language: EnglishDescription: 230 p. : Ill./Photos ; 24 cm.ISBN: 9781422121153Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.32 .Z35 2008
(Browse shelf)
Available 32419001242591
Total holds: 0

Includes bibliographical references and index


Marketing Metaphoria What Deep Metaphors Reveal About the Minds of Consumers Contents Undressing the Mind of the Consumer: Introduction to Deep Metaphors xi 1. How to Think Deeply A Brief Guide to Overcoming Your Depth Deficit 1 2 Foundations of Deep Metaphors How Managers Benefit from Discovering Consumer Similarities 29 3 Balance How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking 47 4 Transformation How Changes in Substance and Circumstances Affect Consumer Thinking 63 5 Journey How the Meeting of Past, Present, and Future Affects Consumer Thinking 81 6 Container 99 How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking 7 Connection How the Need to Relate to Oneself and Others Affects Consumer Thinking 121 8 Resource How Acquisitions and Their Consequences Affect Consumer Thinking 141 9 Control How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking 163 10 Deep Metaphors at Work A Strategy for Workable Wondering 183 Notes Acknowledgments Index About the Authors 209 221 223 229

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