Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 1422121151
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.
Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 1422147975
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
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 "deep metaphors"-- that shape what people think, hear, say, and do. Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels--and it will give you access to those deeper levels of thinking.
Author: George Lakoff
Publisher: University of Chicago Press
ISBN: 0226470997
Category : Philosophy
Languages : en
Pages : 292
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Book Description
The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by"—metaphors that can shape our perceptions and actions without our ever noticing them. In this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language.
Author: Robert J. Kaden
Publisher: SAGE
ISBN: 1412991315
Category : Business & Economics
Languages : en
Pages : 505
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Book Description
Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 9781578518265
Category : Business & Economics
Languages : en
Pages : 356
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Book Description
Despite the time and money spent on market research, 60% to 80% of new offerings fail.
Author: Leah Bartal
Publisher: Readers Digest
ISBN: 9781853021527
Category : Art
Languages : en
Pages : 248
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Book Description
The Metaphoric Body is a resource book based on the development of practical and spiritual awareness which allows readers to experience transformation directly. It offers suggestions, ideas, and exercises, acting as a guide to a way of working to enhance personal growth and the therapeutic process.
Author: Selena Nemorin
Publisher: Springer
ISBN: 3319962175
Category : Social Science
Languages : en
Pages : 235
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Book Description
Advertising has long been considered a manipulator of minds and has increased significantly in coercive power since the emergence of research in behavioural psychology. Now with the deployment of neuro-physiological imaging technologies into market contexts, companies are turning to neuromarketing to measure how we think and feel. Data driven models are being used to inform advertising strategies designed to trigger human action at a level beneath conscious awareness. This practice can be understood as a form of consumer biosurveillance: but what is behind the hype? What are the consequences? Biosurveillance in New Media Marketing is a critical reflection on the role that technology is playing in the construction of consumer representations, and its encroachment into the internal lives of individuals and groups. It is a work that examines the relationship between neuromarketing practitioners and machines, and how the discourses and practices emerging from this entanglement are influencing the way we make sense of the world.
Author: Jeanette Maw McMurtry
Publisher: John Wiley & Sons
ISBN: 1119365570
Category : Business & Economics
Languages : en
Pages : 419
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Book Description
The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today! Today's marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward. Turn web visibility into real-world traffic and sales Reach the right people at the right time Develop a cohesive marketing plan for any budget Source locally, market dynamically, and connect with your community Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
Author: Andrew Kaufman
Publisher: Coach House Books
ISBN: 1770565833
Category : Fiction
Languages : en
Pages : 133
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Book Description
“Expansive and imaginative.” —Kirkus Reviews “Irreverent and bursting prose... Fans of Mark Leyner will enjoy Kaufman’s messy string of outrageous scenarios.” —Publishers Weekly Part modern fable, part detective novel, a journey through grief in the imaginary world of Metaphoria. One cold winter night, Charlie shares a cab with a stranger in a purple hat. As they talk, a cloud of purple smoke overwhelms him and he wakes up to find himself behind the only desk in the Epiphany Detective Agency. Charlie, as it turns out, is trapped in Metaphoria, an otherworldly place that reality has forgotten, a place where everything means something else. His first client is Shirley Miller, who insists on hiring Charlie to find her husband's missing heart. In fact, she's so insistent that she replaces Charlie's heart with a bomb. He has twenty-four hours to find Twiggy Miller's heart - and its meaning - or his own will explode. Tender and brutal, optimistic and despairing, this modern fable by the author of the cult hit All My Friends Are Superheroes takes a fresh look at what it means to fall into, and out of, love.
Author: Danielle Sarver Coombs
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms. Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes the form of algorithms governing your social media feed, television commercials, paid influencers, or stadiums branded with the names of corporate sponsors/owners. This authoritative one-stop resource provides a rich overview of the evolution and present state of advertising in all its forms, as well as the multitude of connected issues-data collection, privacy, consumerism, technology, and others-regarding advertising and its role as both a shaper and reflector of American culture. It surveys various advertising media, discusses the social and cultural contexts in which it is consumed, and highlights key moments in the history of advertising in the United States. In addition, the book is supplemented with carefully curated primary sources, personal essays, a glossary of advertising terms, and other resources to provide readers with a full picture of advertising as both an industry and a shaper of American culture.
