"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. The

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

The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamenta

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as e

Despite the time and money spent on market research, 60% to 80% of new offerings fail.