Gerald Zaltman
Gerald Zaltman
Joseph C. Wilson Professor of Business Administration, Emeritus
| Contact | (617) 495-6352 Send E-Mail |
|---|---|
| Interests | brands and branding, consumer behavior, consumer psychology, customer behavior, marketing, more > |
| Overview | Biography | Publications & Course Materials | Current Research | Areas of Interest |
*Joined Harvard Faculty: 1991
Prior Faculty Appointments: Northwestern University, 1968-75;
University of Pittsburgh, 1975-91
*Doctoral Degree in Sociology Received from: The John Hopkins University;
MBA Degree Received from: The University of Chicago; AB Degree Received from: Bates College
Featured Work
Marketing Metaphoria
by Gerald Zaltman, Lindsay 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.