• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Brand Quest
• The New Manager
• Smartbuy

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth
• Events 2007

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Marketing Metaphoria
Gerald and Lindsay Zaltman

Weak product and service development, low-impact marketing communications, and ineffective product-launch strategies are all due to deep deficits in thinking, diagnose Gerald and Lindsay Zaltman in Marketing Metaphoria ( www.tatamcgrawhill.com).

The authors define ‘depth deficit’ as a lack of careful reflection and bold thinking about rich consumer information. “Depth deficits in managerial thinking are characterised by several shortcomings: a failure to probe beneath consumers’ own surface thinking; a failure to use insights from different disciplines to formulate research issues and to interpret relevant data; and an absence of bold, imaginative thinking about what can engage a consumer’s mind.” The remedy lies in the lens of ‘deep metaphors,’ suggest the Zaltmans. “Deep metaphors are the product of an ever-evolving partnership between brain, body, and society… They are deep because they operate largely unconsciously.” Vital read.

http://BookPeek.blogspot.com

More Stories on : Books | Book Mark

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
The great rural push

Copyright © 2008, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line