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Faculty & Research
Gerald Zaltman
...Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School and a former member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative. He was previously Co-Director of The Mind of the Market Laboratory...
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- 1994
- Book Chapter
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
By: R. Higie and G. Zaltman
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- winter 2001
- Article
- Journal of Advertising
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
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- January 2019
- Teaching Material
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
...Zaltman was found on the shelves at Harvard Business School. The study used an innovative market research methodology developed by Professor Zaltman, the Zaltman Metaphor Elicitation Technique (ZMET), which had proven to be useful to brand managers hoping to better assess and understand their brands.
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- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
...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.
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- 2018
- Book
Unlocked: Keys to Improve Your Thinking
By: Gerald Zaltman
...called Think Keys, Zaltman guides the reader through the mind’s most important unconscious and conscious dynamics. Zaltman has used these techniques with executives from around the world and at the Harvard Business School to teach people how to think better. Now he brings his time-tested toolbox to...
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- Research Summary
Background
By: Gerald Zaltman
...underlying methodology for many of these projects involves the Zaltman Metaphor Elicitation Technique a unique, multidisciplinary based research tool now being used by major firms and leading academic researchers. (See ZMET Home Page).
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Marketing Metaphoria
...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.
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- Research Summary
Seeing Thought
By: Gerald Zaltman
...technologies. These techniques for measuring brain activity in response to marketing stimuli based on deep understanding of the consumer have great promise in detecting significant responses that go undetected and/or are misrepresented by existing market research methods. Gerald Zaltman is working with Professor Stephen M. Kosslyn, The Department of Psychology, Harvard University and the Mass. General Hospital.
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- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
...infrequent users to purchase more often? Did the product itself need to be changed? Were there brand extension possibilities? Luckily, an old consumer research study on the Nestlé Crunch Bar conducted by Professor Gerald Zaltman was found on the shelves at Harvard Business School. The study used an...
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- June 2020
- Teaching Material
Understanding the Brand Equity of Nestlé Crunch Bar
By: Jill Avery and Gerald Zaltman
Professor Gerald Zaltman was found on the shelves at Harvard Business School. The study used an innovative market research methodology developed by Professor Zaltman, the Zaltman Metaphor Elicitation Technique (ZMET), which had proven to be useful to brand managers hoping to better assess and understand...
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- Research Summary
Rooting Marketing Strategy in Human Universals
...consumption goods possess basic characteristics that connect them to emotional patterns and schemes of thoughts that are almost universally shared among human beings. What we propose is basing product concepts in these shared human traits and then facilitating the process by which consumers create a personal connection to the offered goods. (with Ivory Liu and Gerald Zaltman in The Global Market, a Jossey-Bass book edited by John Quelch and Rohit Deshpande)...
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- Faculty
Marketing Faculty - Faculty & Research
Administration Isamar Troncoso Assistant Professor of Business Administration Jeremy Yang Assistant Professor of Business Administration Shunyuan Zhang Assistant Professor of Business Administration Unit Affiliates John A. Deighton Professor, Emeritus Stephen A. Greyser Professor, Emeritus Benson P. Shapiro Professor, Emeritus Gerald Zaltman Professor, Emeritus
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- Research Summary
The Ownership of Deep Metaphors
By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are...
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- March 2000
- Article
- Journal of Consumer Research
Consumer Researchers: Take a Hike!
By: Gerald Zaltman
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- 2022
- Article
- Foundations and Trends® in Marketing
Open or Closed? Your Mind, Your Decision!
By: Gerald Zaltman
The marketing profession faces challenging times. The shelf life for decisions and the half-life of the knowledge used, are becoming shorter and shorter while the problems addressed are becoming messier. Fortunately, the emergence of what I call the “prosthetic age” is...
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- Awards
Marketing Legends Video
By: Gerald Zaltman
Selected for the Marketing Legends Video Series in 2016 by the American Marketing Association to honor his significant contributions to the field of marketing research.
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