How Customers Think

Essential Insights into the Mind of the Market

Gerald Zaltman

За особеностите на екземпляра

Състояние:: Много добро
Забележка:: Без забележки.
Език:: Английски
Наличност:: 1 бр.

За изданието

Издателство:: Harvard Business School Press
Град на издаване:: Boston
Година:: 2003 г.
Език:: Английски
Страници:: 323
Корици:: Твърди
Категория:: Маркетинг, реклама и PR
ISBN:: 9781578518265

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Ключови думи: How Customers Think