Harvard Business School7y
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising ...
Harvard Business School7y
Seeing the Voice of the Customer: Metaphor-based Advertising Research
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.