Marketing metaphoria: what deep metaphors reveal about the minds of consumers
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, Mass.
Harvard Business Press
2008
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. 209-219) and index |
| Physical Description: | XXI, 230 S. Ill. 24 cm |
| ISBN: | 9781422121153 |
Staff View
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Record in the Search Index
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| adam_text | Contents
Undressing the Mind of the Consumer:
Introduction to Deep Metaphors xi
1 How to Think Deeply i
A Brief Guide to Overcoming Tour Depth Deficit
2 Foundations of Deep Metaphors 29
How Managers Benefit from Discovering
Consumer Similarities
3 Balance 47
How Justice, Equilibrium, and the Interplay
of Elements Affect Consumer Thinkng
4 Transformation 63
How Changes in Substance and Circumstances
Affect Consumer Thinking
Contents
5 Journey 81
How the Meeting of Past, Present, and Future
Affects Consumer Thinking
6 Container 99
How Inclusion, Exclusion, and Other Boundaries
Affect Consumer Thinking
7 Connection 121
How the Need to Relate to Oneself and Others
Affects Consumer Thinking
8 Resource 141
How Acquisitions and Their Consequences
Affect Consumer Thinking
g Control 163
How the Sense of Mastery, Vulnerability, and Well-Being
Affects Consumer Thinking
10 Deep Metaphors at Work 183
A Strategy for Workable Wondering
Notes
Acknowledgments 221
Index 22g
About the Authors 229
|
| adam_txt |
Contents
Undressing the Mind of the Consumer:
Introduction to Deep Metaphors xi
1 How to Think Deeply i
A Brief Guide to Overcoming Tour Depth Deficit
2 Foundations of Deep Metaphors 29
How Managers Benefit from Discovering
Consumer Similarities
3 Balance 47
How Justice, Equilibrium, and the Interplay
of Elements Affect Consumer Thinkng
4 Transformation 63
How Changes in Substance and Circumstances
Affect Consumer Thinking
Contents
5 Journey 81
How the Meeting of Past, Present, and Future
Affects Consumer Thinking
6 Container 99
How Inclusion, Exclusion, and Other Boundaries
Affect Consumer Thinking
7 Connection 121
How the Need to Relate to Oneself and Others
Affects Consumer Thinking
8 Resource 141
How Acquisitions and Their Consequences
Affect Consumer Thinking
g Control 163
How the Sense of Mastery, Vulnerability, and Well-Being
Affects Consumer Thinking
10 Deep Metaphors at Work 183
A Strategy for Workable Wondering
Notes
Acknowledgments 221
Index 22g
About the Authors 229 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| institution | BVB |
| isbn | 9781422121153 |
| language | English |
| lccn | 2007040116 |
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| spelling | Zaltman, Gerald Verfasser aut Marketing metaphoria what deep metaphors reveal about the minds of consumers Gerald Zaltman ; Lindsay H. Zaltman Boston, Mass. Harvard Business Press 2008 XXI, 230 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 209-219) and index Consumer behavior Metaphor Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Metapher (DE-588)4038935-2 gnd rswk-swf Neuromarketing (DE-588)7601901-9 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Metapher (DE-588)4038935-2 s Marketing (DE-588)4037589-4 s DE-604 Neuromarketing (DE-588)7601901-9 s DE-188 Zaltman, Lindsay H. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016750952&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zaltman, Gerald Zaltman, Lindsay H. Marketing metaphoria what deep metaphors reveal about the minds of consumers Consumer behavior Metaphor Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd Metapher (DE-588)4038935-2 gnd Neuromarketing (DE-588)7601901-9 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4037589-4 (DE-588)4038935-2 (DE-588)7601901-9 |
| title | Marketing metaphoria what deep metaphors reveal about the minds of consumers |
| title_auth | Marketing metaphoria what deep metaphors reveal about the minds of consumers |
| title_exact_search | Marketing metaphoria what deep metaphors reveal about the minds of consumers |
| title_exact_search_txtP | Marketing metaphoria what deep metaphors reveal about the minds of consumers |
| title_full | Marketing metaphoria what deep metaphors reveal about the minds of consumers Gerald Zaltman ; Lindsay H. Zaltman |
| title_fullStr | Marketing metaphoria what deep metaphors reveal about the minds of consumers Gerald Zaltman ; Lindsay H. Zaltman |
| title_full_unstemmed | Marketing metaphoria what deep metaphors reveal about the minds of consumers Gerald Zaltman ; Lindsay H. Zaltman |
| title_short | Marketing metaphoria |
| title_sort | marketing metaphoria what deep metaphors reveal about the minds of consumers |
| title_sub | what deep metaphors reveal about the minds of consumers |
| topic | Consumer behavior Metaphor Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd Metapher (DE-588)4038935-2 gnd Neuromarketing (DE-588)7601901-9 gnd |
| topic_facet | Consumer behavior Metaphor Verbraucherverhalten Marketing Metapher Neuromarketing |
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