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HF5415.32.Z1 2003
Copies In: 1
Copies Owned: 1
Book Book
TITLE: How customers think : essential insights into the mind of the market / Gerald Zaltman.
AUTHOR: Zaltman, Gerald.
PUBLISHED: Boston, Mass. : Harvard Business School Press, c2003.
DESCRIPTION: xxii, 323 p. : ill. ; 25 cm.
NOTES: Includes bibliographical references (p. 291-310) and index.
NOTES: 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.
SUBJECT: Consumers--Psychology.
SUBJECT: Marketing--Psychological aspects.
SUBJECT: Creative thinking.

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