Marketing Metaphoria :
What Deep Metaphors Reveal About the Minds of Consumers
by Gerald Zaltman and Lindsay H. Zaltman, pub. Harvard Business School Press 2008
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Consumer Behavior and Marketing Strategy
By Jerry C. Olson and J. Paul Peter, pub. Mcgraw-Hill/Irwin Series in Marketing, 8th ed. 2007.
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The Online Advertising Playbook :
Proven Strategies and Tested Tactics from the Advertising Research Foundation
By by Joe Plummer, Steve Rappaport, Taddy Hall, and Robert Barocci, pub. Wiley 2007
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How Customers Think :
Essential Insights into the Mind of the Market
by Gerald Zaltman, pub. Harvard Business School Press 2003
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Understanding Consumer Decision Making :
The Means-end Approach To Marketing and Advertising Strategy
By Jerry C. Olson and Thomas J. Reynolds, pub. Lawrence Erlbaum, 2001.
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Hearing the Voice of the Market
by Vincent P. Barabba and Gerald Zaltman, pub. Harvard Business School Press 1991
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