How customers think : essential insights into the mind of the market / Gerald Zaltman.
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TextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN: - 9781578518265 (alk. paper)
- 1578518261 (alk. paper)
- 658.8'342 22
- HF5415.32 .Z35 2003
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| 658.8'342 ZAL How customers think : | 658.8'342 ZAL How customers think : | 658.8'342 ZAL How customers think : | 658.8'342 ZAL How customers think : | 658.8'342 ZAL How customers think : | 658.84'091724 BRE Breaking into new markets : | 658.8'8 BEN International trade credit management : |
Includes bibliographical references (p. 291-310) and index.
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.


Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.
oif 17/02/15
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