Article | Journal of Advertising Research | July–August 1995

Seeing the Voice of the Customer: Metaphor-based Advertising Research

by Gerald Zaltman and R. Coulter

Keywords: Customers; Advertising; Research;

Citation:

Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.