ARTICLES & BOOKS
BOOKS
Dare to Think Differently:
How Open-Mindedness Creates Exceptional Decision Making
By Gerald Zaltman
How Customers Think: Essential Insights Into the Mind of the Market
By Gerald Zaltman
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
by Gerald & Lindsay Zaltman
Selected Academic Articles Written By Our Team
Arigun Bayaraa, et. al.
(2025)
Olson Zaltman co-authors include MaryGrace King, Kathy Shaw, Kelly Willis, Malcolm Brooks, Arigun Bayaraa, Leon He, Vanessa Herman, and Lindsay Zaltman
(2025)
Jake Wax, Randall Rossi, Kathy Shaw, Lindsay Zaltman, et al.
(2023)
Project last mile and the development of the girl champ brand in eSwatini.
Sasha Aquino, Abigail Rendin, et.al
(2021)
Barriers to advancing the science and practice of marketing.
Andrew Baron, Gerald Zaltman, & Jerry Olson
(2017)
Toward a new marketing science for hospitality managers.
Gerald Zaltman, Jerry Olson, & James Forr
(2015)
Incorporating deep customer insights in the innovation process.
Jerry Olson, Kristin Waltersdorff, & James Forr
(2009)
Robin Coulter, Gerald Zaltman, & Keith Coulter
(2001)
