Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers

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Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this "depth deficit" and find the universal drivers of human behavior so vital to a firm's success.

Marketing Metaphoria reveals the powerful unconscious viewing lenses--called… (more)

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Book Details  


Publisher: Harvard Business Review Press (May 06, 2008)

Format: EPUB

Page count: 230 pages

File size: 419 KB

Protection: DRM

Language: English


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