The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters one per each deep metaphor and incorporate them into your own thinking.
The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics. This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow.
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Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light. This book covers some areas of marketing that are rarely, if ever, talked about. I found myself taking notes and found the stories in the book to be very interesting.
The authors have clearly done their homework on this topic and you'll come away with a lot of insights. The only thing I wish they had done was layout better action steps. The information is great and if you know what to do with it then you'll be very glad you read this book.
The 7 "deep metaphors" are subject metaphors so not truly "deep" by definition. There is no cognitive neuroscience in the book of any practical purpose. I choose this rank because classifying what people say into 7 categories does little or nothing to assist in the generation of a metaphor or any appreciation of the power of metaphor. If the book really wanted to teach you something they would share with you the questions they ask in the two hour interviews after the images are clipped and why.
You can break anything and everything down to something so this book is very poor in relation to the work of others in this field. As a marketing person, I am always interested in tools and concepts that help me grab attention and connect, This book delivers great valuable insights and deep concepts about both of them. Easy to read and the best is it applies their concepts so you can learn by an thier example.
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Technology and Operations Management. Book Marketing Metaphoria: Print Find at Harvard Purchase.
About the Author Gerald Zaltman. More from the Author Book Unlocked: Change how you think, says marketing guru Gerald Zaltman. While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: Zaltman has used these techniques with executives from around the world and at the Harvard Business School to teach people how to think better. Now he brings his time-tested toolbox to all readers who have an interest in unlocking their own potential.
Contributor Zaltman, Lindsay H.
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Bibliography Includes bibliographical references p. Contents Undressing the Mind of the Consumer: Introduction to Deep Metaphors 1. How to Think Deeply: Foundations of Deep Metaphors: Deep Metaphors at Work: A Strategy for Workable Wondering.