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.

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.

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.

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 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 505 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 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.

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

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 Creating Marketing Magic and Innovative Future Marketing Trends written by Maximilian Stieler and published by Springer. This book was released on 2017-01-06 with total page 1510 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

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.

Download or read book The Hero and the Outlaw Building Extraordinary Brands Through the Power of Archetypes written by Margaret Mark and published by McGraw Hill Professional. This book was released on 2001-02-06 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage

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.

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.

Download or read book Strategy Innovation and Change written by Robert Galavan and published by OUP Oxford. This book was released on 2008-05-15 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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 Patterns of High Performance written by Jerry L. Fletcher and published by Berrett-Koehler Publishers. This book was released on 1995-02 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyone can be a high performer, according to Jerry Fletcher. Not just in occasional, heroic bursts of success, but consistently, in everything we do. It's not a matter of imitating star athletes or successful entrepreneurs. In fact, you just have to be fully yourself at your best.

Download or read book The Management Myth Why the Experts Keep Getting it Wrong written by Matthew Stewart and published by W. W. Norton & Company. This book was released on 2009-08-10 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A devastating bombardment of managerial thinking and the profession of management consulting…A serious and valuable polemic." —Wall Street Journal Fresh from Oxford with a degree in philosophy and no particular interest in business, Matthew Stewart might not have seemed a likely candidate to become a consultant. But soon he was telling veteran managers how to run their companies. In narrating his own ill-fated (and often hilarious) odyssey at a top-tier firm, Stewart turns the consultant’s merciless, penetrating eye on the management industry itself. The Management Myth offers an insightful romp through the entire history of thinking about management, a withering critique of pseudoscience in management theory, and a clear explanation of why the MBA usually amounts to so much BS—leading us through the wilderness of American business thought.

Download or read book Secrets of a Master Moderator written by Naomi Henderson and published by eBook Partnership. This book was released on 2016-05-09 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book spans nearly 35 years of Naomi's experiences as a moderator and a trainer of qualitative researchers. It covers a full range of QREs (Qualitative Research Events) from IDIs to extended groups.There are tools, tips, and techniques for moderators who run the gamut from new to the industry, to those with long years of research experience. It grapples with knotty questions and concerns that affect those working in market research environments. Henderson guides readers through an exploration of the reasons behind the importance of knowing that what counts in life cannot be measured on a scale, teaching them to navigate the territory of the heart below rational logic of the mind. Now in its third edition, Secrets of a Master Moderator, includes a glossary, index, and sample documents to aide any qualitative market researcher sharpen their skills.Praise for Secrets of a Master Moderator:"e;What comes through clearest in her work is Naomi's vast experience as a master moderator, consultant, educator, and presenter. This book distills the advice and wisdom from countless hours on the front lines of practice, deep in the trenches among consumers and clients."e;- Hy Mariampolski, PhD. QualiData Research Inc."e;It is jam-packed with tips, a valuable tool that I wish I had been able to access 20 years ago when I was starting to commission and then conduct qualitative research... The book is a 'how to,' a dictionary, a textbook, and a series of relevant anecdotes about the practice of qualitative research."e;- Nancy Kramarich, Anderson DDB Health & Lifestyle"e;This book is a gem and is likely to become a standard reference on the QRC's bookshelf."e;- Kay Corry Aubrey, Usability Resources, Inc."e;The book is inspired in its composition and content; at times profound and insightful, light and funny in others...It is the 'next best thing' to having Naomi on speed dial!"e;- Miguel Martinez-Baco, ORC International