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9781422121153

Marketing Metaphoria

Marketing Metaphoria
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Product details

  • ISBN-13: 9781422121153
  • ISBN: 1422121151
  • Publication Date: 2008
  • Publisher: Harvard Business School Press

AUTHOR

Zaltman, Gerald, Zaltman, Lindsay H.

SUMMARY

Meet the Seven Samurai of metaphor in this follow-up to 'How Customers Think'. The authors explain how and why we use deep metaphors, which they define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it.Zaltman, Gerald is the author of 'Marketing Metaphoria', published 2008 under ISBN 9781422121153 and ISBN 1422121151.

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