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Deep Metaphors at Work: A Strategy for Workable Wondering-Understanding the Minds of Consumers
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4461BC-EMarketingIf you want to overcome the deficit prevalent in consumer marketing and evidenced by failed product launches, ineffective marketing communications, and me-too research and development, you must learn to identify and engage the deep metaphors that govern the minds of consumers. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20