Gerald Zaltman's Books

Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman,Lindsay H. Zaltman

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Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman,Lindsay H. Zaltman

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.

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Page Count

273

Publisher

Harvard Business Press

Published Date

ISBN 10

1422147975

ISBN 13

9781422147979

How Customers Think

Essential Insights Into the Mind of the Market

By: Gerald Zaltman

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How Customers Think

Essential Insights Into the Mind of the Market

By: Gerald Zaltman

Despite the time and money spent on market research, 60% to 80% of new offerings fail.

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Page Count

356

Publisher

Harvard Business Press

Published Date

ISBN 10

1578518261

ISBN 13

9781578518265

Fundamentals of Marketing Research

By: Scott M. Smith,Gerald S. Albaum

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Fundamentals of Marketing Research

By: Scott M. Smith,Gerald S. Albaum

Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

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Page Count

910

Publisher

SAGE

Published Date

ISBN 10

0761988521

ISBN 13

9780761988526

Comprehensive Guide To Interpersonal Psychotherapy

By: Myrna M Weissman,John C. Markowitz,Gerald Klerman

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Comprehensive Guide To Interpersonal Psychotherapy

By: Myrna M Weissman,John C. Markowitz,Gerald Klerman

Since its introduction as a brief, empirically validated treatment for depression, Interpersonal Psychotherapy has broadened its scope and repertoire to include disorders of behavior and personality as well as disorders of mood. Practitioners in today's managed care climate will welcome this encyclopedic reference consolidating the 1984 manual (revised) with new applications and research results plus studies in process and in promise and an international resource exchange.

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Page Count

489

Publisher

Basic Books

Published Date

ISBN 10

0786722967

ISBN 13

9780786722969

Principles of Counseling and Psychotherapy

Learning the Essential Domains and Nonlinear Thinking of Master Practitioners

By: Paul R. Peluso,Gerald J. Mozdzierz,Joseph Lisiecki

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Principles of Counseling and Psychotherapy

Learning the Essential Domains and Nonlinear Thinking of Master Practitioners

By: Paul R. Peluso,Gerald J. Mozdzierz,Joseph Lisiecki

Research has shown that the most effective way to prepare students for practice with real clients is to learn to think in a new way rather than simply learning and using a set of steps. While there is much to be learned from what master practitioners do in their sessions, there is even more knowledge to gain from learning how they think. The second edition of Principles of Counseling and Psychotherapy offers students and practitioners a way to understand the processes behind effective outcomes with a wide variety of clients. The second edition is infused with real-world clinical case examples and opportunities for readers to apply the material to the cases being presented. New "thought-exercise" sections are specifically designed to engage the reader’s natural non-linear thinking, and transcript material both from cases and from master therapists themselves are interwoven in the text. Accompanying videos, available through Alexander Street Press, bring the text to life, and instructors will find testbanks, transition notes, and narrated PowerPoints available for free download from the book’s website at www.routledgementalhealth.com

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Page Count

409

Publisher

Routledge

Published Date

ISBN 10

1134496532

ISBN 13

9781134496532

Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman,Lindsay H. Zaltman

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Marketing Metaphoria

What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman,Lindsay H. Zaltman

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Solve jigsaw puzzle

Age

Page Count

273

Publisher

Harvard Business Press

Published Date

ISBN 10

1422147975

ISBN 13

9781422147979

How Customers Think

Essential Insights Into the Mind of the Market

By: Gerald Zaltman

Write a review Read reviews Take a Quiz Solve Book Puzzle

How Customers Think

Essential Insights Into the Mind of the Market

By: Gerald Zaltman

Despite the time and money spent on market research, 60% to 80% of new offerings fail.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

356

Publisher

Harvard Business Press

Published Date

ISBN 10

1578518261

ISBN 13

9781578518265

Book's by Gerald Zaltman

Marketing Metaphoria

Marketing Metaphoria

How Customers Think

How Customers Think

Fundamentals of Marketing Research

Fundamentals of Marketing Research

Comprehensive Guide To Interpersonal Psychotherapy

Comprehensive Guide To Interpersonal Psychotherapy

Principles of Counseling and Psychotherapy

Principles of Counseling and Psychotherapy

Marketing Metaphoria

Marketing Metaphoria

How Customers Think

How Customers Think

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