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An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49547329372433,"sku":"GOR002703118","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49631933038865,"sku":"GOR005267512","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50008182423825,"sku":"CIN1578518261G","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ WELL_READ \/ SBYB","offer_id":50382863499537,"sku":"CIN1578518261A","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":50726913212689,"sku":"GOR009872621","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50922203447569,"sku":"CIN1578518261VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ WELL_READ \/ INTERNAL","offer_id":51612660957457,"sku":"GOR013483083","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52681321414929,"sku":"NLS9781578518265","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1578518261.jpg?v=1750894643"},{"product_id":"marketing-metaphoria-book-gerald-zaltman-9781422121153","title":"Marketing Metaphoria","description":"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.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49558542909713,"sku":"GOR003830753","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":50263072768273,"sku":"GOR008417002","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50430840865041,"sku":"CIN1422121151G","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51417020629265,"sku":"CIN1422121151VG","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ NEW \/ INGRAM","offer_id":52666048184593,"sku":"NLS9781422121153","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":52853610774801,"sku":"GOR006284684","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1422121151.jpg?v=1751446711"},{"product_id":"strategies-for-planned-change-book-gerald-zaltman-9780471981312","title":"Strategies for Planned Change","description":null,"brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":50352056238353,"sku":"CIN0471981311G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0471981311.jpg?v=1751135106"},{"product_id":"dare-to-think-differently-book-gerald-zaltman-9781503644298","title":"Dare to Think Differently","description":"A Harvard Business School professor's guide to thinking about thinking, using the creative power of the unconscious.    Gerald Zaltman's pioneering research methods for understanding the unconscious desires of customers are used by companies around the world. Dare to Think Differently draws on the same groundbreaking methods to explain the deep and innovative thinking used by highly successful executives. Reflecting emerging viewpoints in neuroscience, Zaltman contends that multiple forces, not just a brain, collaborate to produce a mind. Highly effective decision-makers are able and willing to go beyond their conscious thinking and surface powerful, creative, unconscious thoughts and feelings. They candidly ask whether what they feel they \"know\" is actually warranted, opening their minds to new alternatives.    With this book, Zaltman presents six techniques to tap into the creative power of the unconscious: serious playfulness, befriending ignorance, asking the right discovery questions, chasing your curiosity, panoramic thinking, and using the \"voyager outlook.\" These research-based techniques improve decision-making and go beyond the existing literature on \"thinking smarter.\" This book's insights emerge from a large number of one-on-one in-depth interviews with senior leaders around the globe, reinforced with research findings from scientific literatures.     Mirroring Zaltman's Harvard Business School classroom practice, each chapter opens with a practical-thinking exercise that helps readers surface the mental processes and biases that unconsciously close minds and constrict thinking. This creative surfacing is the crucial foundation for any leader operating in a complex, uncertain environment, who needs unconventional solutions to challenging problems.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":52470897017105,"sku":"NGR9781503644298","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53069304168721,"sku":"NIN9781503644298","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781503644298.jpg?v=1762597900"},{"product_id":"planned-social-change-and-the-diffusion-of-innovation-book-gerald-zaltman-9781636513591","title":"Planned Social Change and the Diffusion of Innovation","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52597172732177,"sku":"NLS9781636513591","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781636513591.jpg?v=1761073881"},{"product_id":"consumer-behavior-research-book-gerald-zaltman-9781636513638","title":"Consumer Behavior Research","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52599377199377,"sku":"NLS9781636513638","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781636513638.jpg?v=1761078625"},{"product_id":"zaltman-metaphor-elicitation-technique-book-gerald-zaltman-9781636513607","title":"Zaltman Metaphor Elicitation Technique","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52678043173137,"sku":"NLS9781636513607","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781636513607.jpg?v=1762307209"},{"product_id":"marketing-management-book-gerald-zaltman-9781636513645","title":"Marketing Management","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52678052380945,"sku":"NLS9781636513645","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781636513645.jpg?v=1762307227"},{"product_id":"marketing-theory-book-gerald-zaltman-9781636513669","title":"Marketing Theory","description":null,"brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52678195282193,"sku":"NLS9781636513669","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53152097042705,"sku":"NIN9781636513669","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9781636513669.jpg?v=1762307524"},{"product_id":"planned-social-change-and-the-diffusion-of-innovation-book-gerald-zaltman-9781636513584","title":"Planned Social Change and the Diffusion of Innovation","description":"\u003cp\u003eThis book discusses advanced technological solutions in Industry 5.0 that can be used for business competitive advantage and sustainability. 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