[Gerald_Zaltman,_Lindsay_H._Zaltman]_Marketing_Met(BookZZ.org)

[Gerald_Zaltman,_Lindsay_H._Zaltman]_Marketing_Met(BookZZ.org)

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Praise from Forward-Thinking Professionals "In a world where buzzword fatigue and Powerpoint malaise are quickly making complexity the enemy, the Zaltmans offer us a road toward simplicity. Meta- phors are notjust artifacts of rhetoric, hut essential signposts of meaning-and meaning, after all, is what brand marketers are trying to create." -Ted McConnell, Director of Digital Marketing Innovation, Procter & Gamble "Metaphors can serve as powerful tools to communicate ideas creatively, but as Zaltman and Zaltman prove in this hook, the true power of metaphors may lie in their ability to provoke deep and imaginative thinking. This hook shows us that metaphors, when used well and appropriately, can help develop ideas in new and unexpected ways that can expand the boundaries of knowledge and practice." -Anil Menon, Vice President, Marketing and Strategy, IBM "The Zaltmans' groundbreaking work introduces us to the deep metaphors that capture the universals of human thought and decision making irrespective of culture or nationality. This book is an indispensable guide for business leaders seeking to expand beyond traditional markets and benefit from the untapped potential of the four billion customers and wealth creators who are just entering the global economy." -Djordjija Petkoski, Head, Business, Competitiveness, and Development Team, World Bank Institute, The World Bank "A huge challenge in marketing is to find positioning ideas that work globally. MarketincMetaphoria unlocks the door to the universal ideas that run our lives and is invaluable for those who aspire for their brands to have true meaning in peo. ple's lives." -Keith Pardy, Senior Vice President, Nokia Strategic Marketing "Step into the land of Marketing Metaflhoria, a world where consumers use just a few deep metaphors to organize the complexity of their daily lives. This hook changed how I think about how comumm think. A must-read for anyone wanting a deep understanding of how consumers develop emotional connections to a brand." -0lin I-Ioover, Vice President, Consumer and Customer Insights, Pepperidge Farm, Inc. "In today's market, companies cannot succeed without actionable insight into consumers' minds: how they interpret stimulus, how they make decisions.That's what makes ~arketin~~etaflitoria amust-read. It sheds light on how to blend the science of the human condition with the discipline ofbrand management." -Mark Hendrix, Executive Vice President, Director of Corporate Marketing, The PNC Financial Services Group "Marketin~Metaphoria affirms that deeply held human needs and emotions are often not easily articulated. The authors clearly demonstrate how metaphors provide a window to the way consumers view not only products and services but the world around them." -Bernard D. Novgorodoff, PbD, AVP, Director, Consumer Insights Group, Brown-Forman Beverages
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"Once again, the Zaltmans have given us tools to overcome the 'depth deficit' in corporate America! MarketiyMefaphmia provides a fascinating and practical way
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  • Summer '17
  • Trfgvh
  • Marketing, Jenny, Gerald Zaltman, deep metaphors

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