Publications
Publications
  • July–August 1995
  • Article
  • Journal of Advertising Research

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

By: Gerald Zaltman and R. Coulter
  • Format:Print
  • | Pages:17
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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.

About The Author

Gerald Zaltman

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