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Resultados para: gerald-zaltman

3 produtos
  • How Customers Think - Essential Insights Into...

    Zaltman,Gerald
    (684225)

    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...

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  • e-book

    Marketing Metaphoria - What Deep Metaphors...

    Zaltman,Gerald; Zaltman, Lindsay; Lindsay H. Zaltman
    (3705492)

    Why do advertising campaigns and new products often fail? Why do consumers feel that companies don'apos;t understand their needs? Because marketers themselves don'apos;t think deeply about consumers'apos; innermost thoughts and feelings. Marketing...

  • Marketing Metaphoria - What Deep Metaphors...

    Zaltman,Gerald
    (9187653)

    Meet the Seven Samurai of metaphor in this follow-up to 'How Customers Think'. The authors explain how and why we use deep metaphors, which they define as any form of non-literal representation so deeply embedded in a person's thought processes that...

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