| Journal of Marketing Research (JMR)
Zaltman, Gerald. "Rethinking Market Research: Putting People Back In." Journal of Marketing Research (JMR) 34, no. 4 (November 1997).
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| Harvard Business Review
July – August 2008
The Sure Thing That Flopped
G. Zaltman and Lindsay Zaltman
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Gerald Zaltman and Lindsay Zaltman
Keywords: Advertising Campaigns;
| The Handbook of Marketing Research: Uses, Misuses, and Future Advances
What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?
Lindsay H. Zaltman and Gerald Zaltman
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
Boston, MA 02163