19 Jan '12, 1am

Marketing Metaphoria: Book Review: Metaphors and analogies form an integral part of our everyday lives. They fo...

Marketing Metaphoria: Book Review: Metaphors and analogies form an integral part of our everyday lives. They fo...

form an integral part of our everyday lives. They form an integral part of our "mindscape" and help us to describe what we think, hear, say and do in a deeper fashion. Metaphors also help to drive human behaviours and add colour to our world. Tapping the fields of consumer psychology and research, Marketing Metaphoria by Gerald Zaltman and Lindsay Zaltman describes how "deep metaphors" can help marketers better understand their customers. The highly readable book cites that these "human universals" are found in virtually every society. Deep metaphors (eg resource) are expressed through themes (eg money is like liquid) and surface metaphors (eg "I am drowning in debt", "Don't pour your money down the drain."). Citing the problem of depth deficit amongst managers - "never confuse working hard with thinking hard" - the Zaltman's basic premise is that discovering similarities ...

Full article: http://coolinsights.blogspot.com/2012/01/marketing-metaph...

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Book Review: Locke & Key by Joe Hill and Gabriel Rodriquez

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eetimes.com 18 Jan '12, 6pm

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Marketing Greatest Hits: Book Review: With the subtitle "A Masterclass in Modern Marketing Ideas", British marke...

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