Marketing Metaphoria

Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 1422121151
Format: PDF, Docs
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Meet the seven samurai of metaphor in this provocative follow-up toHow Customers Think. Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it. Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free. To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.

Marketing Metaphoria

Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 1422147975
Format: PDF, Docs
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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.

How Customers Think

Author: Gerald Zaltman
Publisher: Harvard Business Press
ISBN: 9781578518265
Format: PDF, ePub
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How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Handbook of Consumer Psychology

Author: Curtis P Haugtvedt
Publisher: Psychology Press
ISBN: 1136676201
Format: PDF
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This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.

Managing Flow

Author: I. Nonaka
Publisher: Springer
ISBN: 0230583709
Format: PDF, Docs
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Presents an ultimate theory of knowledge-based management and organizational knowledge creation based on empirical research and an extensive literature review. It explores knowledge management as a global concept and is relevant to any company that wants to prosper and thrive in the global knowledge economy.

Public Health Branding

Author: W Douglas Evans
Publisher: Oxford University Press
ISBN: 0199237131
Format: PDF, Kindle
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In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. In the same way that commercial marketers seek to build strong relationships (positive associations, identification, loyalty) between customer and product/brand, public health branding aims to build positive associations with healthy behaviours and lifestyle choices.This book argues the importance of public healthbranding as a critical strategy in changing multiple behaviour of a population, and therefore allowing lasting health outcome benefits. It reviews and clarifies concepts of branding, brand development and identification; defines branding as specific to public health; reviews this within the context ofsocial marketing and health communication; and provides numerous international case histories to demonstrate commercial marketing strategies used across a wide range of topics in public health, for example reproductive health, obesity, and tobacco use.

Consumer Brand Relationships

Author: Susan Fournier
Publisher: Routledge
ISBN: 1136470972
Format: PDF, Mobi
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The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Blue Ocean Strategy Expanded Edition

Author: W. Chan Kim
Publisher: Harvard Business Review Press
ISBN: 1625274491
Format: PDF, ePub, Docs
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Argues against common competitive practices while outlining recommendations based on the creation of untapped market spaces with growth potential.

Strategy Innovation and Change

Author: Robert Galavan
Publisher: OUP Oxford
ISBN: 0191608203
Format: PDF, Docs
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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.