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Zaltman Metaphor Elicitation Technique by Gerald Zaltman at Abbey's Bookshop,
Zaltman Metaphor Elicitation Technique
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Gerald Zaltman

Zaltman Metaphor Elicitation Technique

Gerald Zaltman

$208.95   $167.44

Hardback

Not in-store but you can order this
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English
Vibrant Publishers
13 January 2025
Behavioural economics; Market research
Dive deep into the transformative power of metaphors in understanding consumer behavior with Zaltman Metaphor Elicitation Technique by Gerald Zaltman. This pioneering work unveils the groundbreaking technique that revolutionized market research, enabling marketers to uncover subconscious thoughts and emotions driving consumer decisions. By exploring the intricate layers of metaphor, Zaltman demonstrates how to elicit insights that traditional methods often overlook, offering a pathway to truly connect with audiences.

Whether you're a marketing professional seeking innovative tools, an academic exploring consumer psychology, or a business leader aiming to align your strategies with customer needs, this book provides an indispensable framework for meaningful engagement. Rich with case studies and practical applications, it's a must-read for anyone aiming to elevate their marketing research capabilities. Discover the intersection of science and creativity in marketing and unlock the potential of deeper consumer connections.
By:  
Imprint:   Vibrant Publishers
Dimensions:   Height: 229mm,  Width: 152mm,  Spine: 21mm
Weight:   621g
ISBN:   9781636513614
ISBN 10:   1636513611
Pages:   340
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Hardback
Publisher's Status:   Active

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