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Marketing Metaphoria
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Book Synopsis Marketing Metaphoria by : Gerald Zaltman
Download or read book Marketing Metaphoria written by Gerald Zaltman and published by Harvard Business Press. This book was released on 2008 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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.
Book Synopsis Marketing Metaphoria by : Gerald Zaltman
Download or read book Marketing Metaphoria written by Gerald Zaltman and published by Harvard Business Press. This book was released on 2008-05-06 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Leading Edge Marketing Research by : Robert J. Kaden
Download or read book Leading Edge Marketing Research written by Robert J. Kaden and published by SAGE Publications. This book was released on 2011-11-09 with total page 504 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.
Book Synopsis How Customers Think by : Gerald Zaltman
Download or read book How Customers Think written by Gerald Zaltman and published by Harvard Business Press. This book was released on 2003 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the time and money spent on market research, 60% to 80% of new offerings fail.
Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.
Book Synopsis Biosurveillance in New Media Marketing by : Selena Nemorin
Download or read book Biosurveillance in New Media Marketing written by Selena Nemorin and published by Springer. This book was released on 2018-10-05 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Metaphor and Communication by : Elisabetta Gola
Download or read book Metaphor and Communication written by Elisabetta Gola and published by John Benjamins Publishing Company. This book was released on 2016-02-24 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of papers presents different views on metaphor in communication. The overall aim is to show that the communicative dimension of metaphor cannot be reduced to its conceptual and/or linguistic dimension. The volume addresses two main questions: does the communicative dimension of metaphor have specific features that differentiate it from its linguistic and cognitive dimensions? And how could these specific properties of communication change our understanding of the linguistic and cognitive dimensions of metaphor? The authors of the papers collected in this volume offer answers to these questions that raise new interests in metaphor and communication.
Book Synopsis Marketing For Dummies by : Jeanette Maw McMurtry
Download or read book Marketing For Dummies written by Jeanette Maw McMurtry and published by John Wiley & Sons. This book was released on 2017-06-06 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Unlocked written by Gerald Zaltman and published by . This book was released on 2018-06-19 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: What''s the best way to change your life? Change how you think, says marketing guru Gerald Zaltman. While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: our own thoughts. Through a variety of exercises called Think Keys, Zaltman guides the reader through the mind''s most important unconscious and conscious dynamics. Zaltman has used these techniques with executives from around the world and at the Harvard Business School to teach people how to think better. Now he brings his time-tested toolbox to all readers who have an interest in unlocking their own potential. With insightful observations, thought-provoking questions, and curiosity-stoking content, Unlocked is the go-to 2018 book that is certain to change your life. About the Author: Gerald Zaltman holds a PhD in sociology from the Johns Hopkins University and an MBA from the University of Chicago. He is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School (HBS). He was codirector of The Mind of the Market Laboratory at HBS and a member of Harvard University''s Mind, Brain, Behavior Interfaculty Initiative. He is a cofounder of the research-based global consulting firm, Olson Zaltman Associates. He has authored 20 books, including the bestselling How Customers Think: Essential Insights into the Mind of the Market, which has been translated into 17 languages. Professor Zaltman''s work has been featured in the New York Times, Fortune, Forbes, U.S. News & World Report, Time, and other major publications. He has received numerous awards for his impact on marketing thought and practice. The American Marketing Association and The Sheth Foundation recently honored him as a Legend in Marketing for his lifetime contributions to the field. Praise from Others: Jerry Zaltman, master thinker, professor, and writer, once again delivers; here with an engaging, lucid, and scientifically grounded perspective on how we think, why we think the way we do, and how we can improve our thinking. A must-read for even the most thoughtful among us. -Deborah MacInnis, Charles L. and Ramona I. Hilliard Professor of Business Administration, Marshall School of Business, University of Southern California When my mother would scold me, saying ''If you could take your brain out, would you play with it?'' I always thought, ''Yes!'' Thanks to the Think Keys in this book, now we can all unlock our thoughts and play with them. - Nancy Cox, market research manager, Hallmark Cards A highly insightful and extremely engaging book on how we think. Unlocked provides enjoyable and thought-provoking exercises for us to understand who we are and why we think the way we do. Zaltman is not only a brilliant scientist but also a brilliant storyteller. - Jagdish Sheth, Charles H. Kellstadt professor of Business, Emory University This is truly an amazing book! A read-friendly, brain workout in curiosity. It helps you explore how you think, but also how your loved ones think. My five-year-old said it was ''freakin'' fantastic.'' In a rushing world, this book is like a breath for the brain; and an eye opener to thinking processes we often. - Jennifer Barba, CEO, Frame Consulting, Mexico Unlocked offers a masterful and insightful perspective, guaranteed to change how you and future generations will think. - Lewis Carbone, CEO and founder of Experience Engineering, and author of Clued In: How to Bring Customers Back Again and Again Zaltman''s new book is both serious and fun. He has put together an excellent collection of Think Keys designed to help all of us think more clearly and carefully. I ended up spending the whole evening enjoying the exercises and wanting to tell my friends and family about the book. - Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University
Book Synopsis New Metaphors: A Creative Toolkit for Generating Ideas and Reframing Problems by : Dan Lockton
Download or read book New Metaphors: A Creative Toolkit for Generating Ideas and Reframing Problems written by Dan Lockton and published by Imaginaries Lab. This book was released on 2019-06-01 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book I Is an Other written by James Geary and published by Harper Collins. This book was released on 2011-02-08 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: For lovers of language and fans of Blink and Freakonomics, New York Times bestselling author James Geary offers this fascinating look at metaphors and their influence in every aspect of our lives, from art to medicine, psychology to the stock market. From President Obama’s political rhetoric to the bursting of the housing bubble, from conversations to commercials, James Geary shows that every aspect of our day-to-day experience is molded by metaphor. Geary takes readers from Aristotle’s investigation of metaphor right up to the latest neuroscientific insights into how metaphor works in the brain. Romeo’s exclamation “It is the East, and Juliet is the sun!” may be one of the most well-known metaphors in literature, but metaphor is more than a device of love-struck poets. As Geary demonstrates, metaphor has leaped off the page and landed with a mighty splash right in the middle of the stream of consciousness. Witty, persuasive, and original, I Is an Other explores metaphor’s effects on financial decision making, effective advertising, leadership, learning, and more.
Book Synopsis Social Marketing and Social Change by : R. Craig Lefebvre
Download or read book Social Marketing and Social Change written by R. Craig Lefebvre and published by John Wiley & Sons. This book was released on 2013-01-18 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park “This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University
Book Synopsis Hispanic Marketing by : Felipe Korzenny
Download or read book Hispanic Marketing written by Felipe Korzenny and published by Taylor & Francis. This book was released on 2017-06-14 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies. Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and society concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.
Book Synopsis Advertising Account Planning by : D. W. Jugenheimer
Download or read book Advertising Account Planning written by D. W. Jugenheimer and published by Routledge. This book was released on 2014-12-18 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, this practical, campaign-oriented guide follows the logical progression
Book Synopsis Marketing Scientific And Technical Information by : William R. King
Download or read book Marketing Scientific And Technical Information written by William R. King and published by Routledge. This book was released on 2019-04-05 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating and disseminating scientific and technical information (STI) can be likened to producing and distributing a product or service. Although this view is natural to marketing scholars and practitioners, it is not one that has been extensively applied to STI policymaking and research. This book assesses and demonstrates the applicability and potential of various areas of marketing theory in the STI context. It includes the work of distinguished marketing scholars who have analyzed STI marketing from such perspectives as consumer needs assessment, information acquisition strategy, market segmentation, and product design.
Download or read book The Brand Bubble written by John Gerzema and published by John Wiley & Sons. This book was released on 2008-11-03 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
Book Synopsis The Magic of Metaphor by : Nick Owen
Download or read book The Magic of Metaphor written by Nick Owen and published by Crown House Publishing. This book was released on 2001-01-08 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Magic of Metaphor presents a collection of stories designed to engage, inspire, and transform the listener and the reader. Some of the stories motivate, some are spiritual, and some provide strategies for excellence. All promote positive feelings, encouraging confi dence, direction, and vision.
