Extracting value from a failed cold call
A few days ago l got a cold call from Pitney Bowes, the postage meter company. And they wanted to sell me a new postage meter that they had scaled down for small & medium size businesses. It was an...
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"Marketing Metaphoria"–the deep yearnings behind the products we buy
Father-and-son team Gerald and Lindsay Zaltman, authors of “Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers,” assert that beneath our purchasing decisions lie deep,...
View ArticleComparing two customer research approaches
I had two remarkable experiences today. First, I interviewed a marketing manager about some software he uses. He spent thirty-five minutes describing why the company chose the software, how he used it,...
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