Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Product ID: 18960168
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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. Review: A Resource to Transform Your Thinking - By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile. Interestingly, I bought this book based solely on the title and my expectation that it would be full of new ideas and insights about how using metaphors in marketing tactics would influence consumer behavior. While this book does cover material related to that sort of thing, it really covers so much more. The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters (one per each deep metaphor) and incorporate them into your own thinking. The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics. This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow. Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light. Review: Deep content for marketers - This book covers some areas of marketing that are rarely, if ever, talked about. I found myself taking notes and found the stories in the book to be very interesting. The authors have clearly done their homework on this topic and you'll come away with a lot of insights. The only thing I wish they had done was layout better action steps. The information is great and if you know what to do with it then you'll be very glad you read this book.
| Best Sellers Rank | #1,759,649 in Books ( See Top 100 in Books ) #557 in Market Research Business (Books) #753 in Marketing & Consumer Behavior #1,015 in Sociology Research & Measurement |
| Customer Reviews | 4.2 out of 5 stars 60 Reviews |
M**Y
A Resource to Transform Your Thinking
By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile. Interestingly, I bought this book based solely on the title and my expectation that it would be full of new ideas and insights about how using metaphors in marketing tactics would influence consumer behavior. While this book does cover material related to that sort of thing, it really covers so much more. The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters (one per each deep metaphor) and incorporate them into your own thinking. The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics. This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow. Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light.
J**N
Deep content for marketers
This book covers some areas of marketing that are rarely, if ever, talked about. I found myself taking notes and found the stories in the book to be very interesting. The authors have clearly done their homework on this topic and you'll come away with a lot of insights. The only thing I wish they had done was layout better action steps. The information is great and if you know what to do with it then you'll be very glad you read this book.
M**A
Awesome
This book helps you understand the human being, the unconscious mind it’s more easily to manage if you know what this author wants you to know and how to improve in your products or in your life !!
B**S
An insightful approach to marketing!
5* are not enough to address the quality of the content! I found it though a bit difficult to read at times and it took me 3 times more than usual to read. Valuable companion to my journey to the consumers hearts and minds!
R**O
Clear insights deep concepts.
As a marketing person, I am always interested in tools and concepts that help me grab attention and connect, This book delivers great valuable insights and deep concepts about both of them. Easy to read and the best is it applies their concepts so you can learn by an thier example.
M**Z
interesting
Very interesting framework to analyze consumer behavior. I think I need to read this book twice to make sure I grasp the key metaphors the author explains
G**O
Excelente material para Marketers y para la vida!
Excelente material para cambiar la forma en la que vemos nuestras piezas de estrategia. También para nuestro diario vivir como personas.
F**Y
Much less than expected
I have read Gerald Zaltman's work over the years. Sometimes he has made real important contributions. This time I am afraid to say that he promises something he does not deliver. His (their) "metaphor" approach is supposed to be the subject of the book. But instead of sharing how to go about uncovering metaphors, the authors spend their time reverse engineering commercials and providing ex-post-facto explanations that justify the "theory" of deep metaphors. Qualitative market researchers have been asking consumers for metaphors since I can remember. For about 30 years I have asked consumers to tell me "what is it like to" do something, etc. Consumers do respond with metaphors that can be very useful. So, what is so proprietary about this approach? To be fair the book offers a taxonomy of metaphors. But the taxonomy does little to help the marketer actually connect with the consumer (unless you buy their consulting services). Because metaphors work in-context, and in-culture, not in a vacuum. The authors attempt to erase the importance of culture by claiming that understanding universals is enough. That contributes to marketing misconceptions instead of advancing the discipline. I would like to caution readers that this approach to attract clients to their practice is unlikely to advance our understanding of consumer behavior. Post-hoc rationalizations can be interesting, but anyone can explain past events. The problem is predicting them.
�**E
Buen libro
Buen libro, interesante y la pasta es durable, si lo volvería a comprar, cumple con lo que menciona, buen producto
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