Publications
Publications
  • 2001
  • Chapter
  • The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires

The Power of Metaphor

By: G. Zaltman and Robin Coulter
  • Format:Print
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Citation

Zaltman, G., and Robin Coulter. "The Power of Metaphor." In The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires, edited by S. Ratneshwar, David Glen Mick, and Cynthia Huffman. London, New York: Routledge, 2001.

About The Author

Gerald Zaltman

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