Author: Gerald Zaltman Publisher: Harvard Business Press ISBN: 1422121151 Category : Business & Economics Languages : en Pages : 273
Book Description
"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.
Author: Gerald Zaltman Publisher: Harvard Business Press ISBN: 1422147975 Category : Business & Economics Languages : en Pages : 273
Book Description
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.
Author: Andrew Kaufman Publisher: Coach House Books ISBN: 1770565833 Category : Fiction Languages : en Pages : 133
Book Description
“Expansive and imaginative.” —Kirkus Reviews “Irreverent and bursting prose... Fans of Mark Leyner will enjoy Kaufman’s messy string of outrageous scenarios.” —Publishers Weekly Part modern fable, part detective novel, a journey through grief in the imaginary world of Metaphoria. One cold winter night, Charlie shares a cab with a stranger in a purple hat. As they talk, a cloud of purple smoke overwhelms him and he wakes up to find himself behind the only desk in the Epiphany Detective Agency. Charlie, as it turns out, is trapped in Metaphoria, an otherworldly place that reality has forgotten, a place where everything means something else. His first client is Shirley Miller, who insists on hiring Charlie to find her husband's missing heart. In fact, she's so insistent that she replaces Charlie's heart with a bomb. He has twenty-four hours to find Twiggy Miller's heart - and its meaning - or his own will explode. Tender and brutal, optimistic and despairing, this modern fable by the author of the cult hit All My Friends Are Superheroes takes a fresh look at what it means to fall into, and out of, love.
Author: Robert J. Kaden Publisher: SAGE Publications ISBN: 1452285780 Category : Business & Economics Languages : en Pages : 505
Book Description
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 where 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.
Author: Jeanette Maw McMurtry Publisher: John Wiley & Sons ISBN: 1119365570 Category : Business & Economics Languages : en Pages : 419
Book Description
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.
Author: George Lakoff Publisher: University of Chicago Press ISBN: 0226470997 Category : Philosophy Languages : en Pages : 292
Book Description
The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by"—metaphors that can shape our perceptions and actions without our ever noticing them. In this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language.
Author: John Gerzema Publisher: John Wiley & Sons ISBN: 047044939X Category : Business & Economics Languages : en Pages : 284
Book Description
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.
Author: Robert Galavan Publisher: OUP Oxford ISBN: 0191608203 Category : Business & Economics Languages : en Pages : 344
Book Description
Any organization must ask three interrelated questions in order to develop its strategy: where are we, where do we want to be, and how will we get there? While the questions do not change over time, the realities and environments that companies face do. Given today's realities, how should companies answer these questions as they face the challenges of the 21st century? In this book, leading business school educators use their academic, yet managerially-relevant, research to explore these questions. They divide the book into three sections - Understand Your Situation, Develop Your Options, and Lead the Change - and take the reader through some of the latest thinking that helps answer these questions. All the authors have extensive international experience of working with senior managers and are well known academic researchers in their field. They present their ideas in a straightforward, lively, and purposeful way. Their goal is to inform, challenge, and provide practical advice and tools. The book serves as a guide to a range of contemporary business challenges, such as managing uncertainty, creating new markets through innovation, energizing people, leading clever people in organizations with limited hierarchy, and introducing radical change. The central focus is on the core concerns and responsibilities of senior management - strategy and leadership. Clear, crisp, and to the point, this book provides an invaluable and coherent summary of some of the best current business school thinking on contemporary challenges facing organizations. It will be an ideal guide for both MBAs and practicing managers.
Author: Micael Dahlen Publisher: John Wiley & Sons ISBN: 0470319925 Category : Business & Economics Languages : en Pages : 613
Book Description
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author: Gerald Zaltman
Author: Gerald Zaltman
Author: Gerald Zaltman
Author: Andrew Kaufman
Author: Robert J. Kaden
Author: Jeanette Maw McMurtry
Author: George Lakoff
Author: John Gerzema
Author: Robert Galavan
Author: Micael Dahlen