Skip to content
You are not logged in |Login  
     
Limit search to available items
Book Cover
book
BookBook
Author Zaltman, Gerald.

Title How customers think : essential insights into the mind of the market / Gerald Zaltman.

Publication Info. Boston, Mass. : Harvard Business School Press, [2003]
©2003

Copies

Location Call No. Status
 Newington, Lucy Robbins Welles Library - Adult Department  658.8342 ZALTMAN    Check Shelf
 University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location  658.8342 Z22H    Check Shelf
Description xxii, 323 pages : illustrations ; 25 cm
Bibliography Includes bibliographical references (pages 291-310) and index.
Contents 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.
Subject Consumer behavior -- Psychological aspects.
Consumers -- Psychology.
Marketing -- Psychological aspects.
Creative thinking.
ISBN 1578518261 alkaline paper
-->
Add a Review