"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. The

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't

Despite the time and money spent on market research, 60% to 80% of new offerings fail.

“Expansive and imaginative.” —Kirkus Reviews “Irreverent and bursting prose... Fans of Mark Leyner will enjoy Kaufman’s messy string of outrageous sce

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as e