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| 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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Title Information
