000			01861cam a22003254a 4500
001			2002011666
003			DLC
005			20160630020002.0
008			020722s2003 maua b 001 0 eng
010			_a 2002011666
020			_a9781578518265 (alk. paper)
020			_a1578518261 (alk. paper)
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415.32 _b.Z35 2003
082	0	0	_a658.8'342 _222
100	1		_aZaltman, Gerald.
245	1	0	_aHow customers think : _bessential insights into the mind of the market / _cGerald Zaltman.
260			_aBoston, Mass. : _bHarvard Business School Press, _cc2003.
300			_axxii, 323 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references (p. 291-310) and index.
505	0		_aPart 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.
520			_a

Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.
590			_aoif 17/02/15
591			_aLoan
650			_a	Consumer behavior _xPsychological aspects
650		0	_aConsumers _xPsychology.
650		0	_aCreative thinking.
650		0	_aMarketing _xPsychological aspects.
942			_2ddc _cBOOK _01
999			_c1710 _d1710