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 enlarge | Authors: Gerald Zaltman, Lindsay H. Zaltman
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy New: $18.49
You Save: $11.46 (38%)
New (37) Used (6) from $18.25
Rating:  8 reviews
Sales Rank: 13291
Media: Hardcover
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9.3 x 6.3 x 1.1
ISBN: 1422121151
Dewey Decimal Number: 658.8342
EAN: 9781422121153
ASIN: 1422121151
Publication Date: April 22, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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| Customer Reviews:
 Only one criticism kept this from being a five star review May 14, 2008
Dave Lakhani (Boise, ID United States)
4 out of 4 found this review helpful
Let me start by saying I think that Gerald Zaltman is a marketing genius and I love all of his work including this book.
His detailed explanation of the deep myths that are effective in advertising and creating stories that sell is impressive. His research is clearly deep and insightful. But, he doesn't give a clear path to illiciting metaphors in your own group (he uses his proprietary process, Zaltman Metaphor Elicitation Technique) and he gives more information about that in his previous book "How Customers Think." He also doesn't give a clear outline of how marketers might implement his findings in their own work. I'd like to have seen more specific examples around how you can apply these techniques in the stories you create.
This book deserves deep study though for the metaphors he idendifies and the motivating examples he uses to demonstrate each metaphor. With a little thought, creattivity and experimentation you'll be able to figure out how to apply them to your own creative and to your strategies.
The book is very easy to read and understand and in typical Zaltman fashion he makes very detailed research easy to understand and read. This along with his previous book should be on your regular research shelf. I realize I'm being a little picky about my criticism of this book but I'm so used to walking away feeling like I have new immediately implementable tools and this time I felt great but like he'd left some of his magic out and I missed it.
Get this book, you'll be very happy you did.
Make What You Say, Pay--With Metaphors May 5, 2008
Anne Miller (New York City)
4 out of 4 found this review helpful
As the author of "Metahorically Selling: how to use metaphors to sell, persuade, & explain anything to anyone," I highly recommend this book. It validates what I have been teaching people to do for years in my seminars, i.e., the most effective way to make a point, overcome an objection, remove confusion, position yourself or your products, win over a crowd, or close a deal is with metaphor and/or its cousin, analogy. "Deep Metaphors" emphasizes the human need to connect and nothing connects two people together more than that shared vision you as a communicator create with carefully crafted metaphors and analogies. This is a valuable read for anyone who communicates. Anne Miller. [..]
There is No Excuse Now! May 1, 2008
Patricia M. Hawkins (Phoenix, AZ)
8 out of 8 found this review helpful
The Zaltmans' new book - "Marketing Metaphoria" - says it all!
Both Gerald and Lindsay Zaltman have provided us with a blueprint of understanding that is relevant to all product categories (globally!) and only needs one more "ingredient" to make it work for us - Deep Thinking!
In my almost 40 years in the profession of market research and market understanding, nothing has been clearer. We have tried detailed analyses of differences, numerous segmentation schemes....and countless other methods for helping our clients target their customers.
What all of us have missed was right in front of us - Deep Thinking about customers' lives, how they view their world, our world and the future.
As I read "Marketing Metaphoria", I was reminded of the graceful and precise lines of simple architecture. My husband, who is an architect, has always told me that designing a building with simple lines takes a great deal more work than a more complicated design.
That is what the Zaltmans have done for us. They have made it simple -- and if we don't read this book and really dive into our marketing plans with a "new approach" -- we are the ones to blame.
I urge every marketing professional to read this book and sit back and just "think" about it!
Patricia Mordigan Hawkins
Private Consultant
Phoenix, Arizona
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