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 - What Deep Metaphors Reveal About the Minds of Consumers
Gerald Zaltman
Harvard Business School Press
2008
256 páginas
8h 32m
ISBN-13: 9781422121153
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