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Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free.
To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.
Lindsay Zaltman is Managing Director of the Pittsburgh office of Olson Zaltman Associates.
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Buchbeschreibung Zustand: Good. 50981st. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Artikel-Nr. 8290382-6
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Buchbeschreibung Zustand: Good. 50981st. Used book that is in clean, average condition without any missing pages. Artikel-Nr. 8575499-6
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Buchbeschreibung Hardback. Zustand: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR003830753
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Buchbeschreibung Hardcover. Zustand: Very Good. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers: What Seven Deep Metaphors Reveal About the Minds of Consumers This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Artikel-Nr. 7719-9781422121153
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