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How Customers Think

By Gerald Zaltman

Product Image: How Customers Think

How Customers Think

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Description
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.
Product details
Edition:
1
Number of Pages:
352
Release Date:
2003-02-01
Publication Date:
2003-02-01
Publisher:
Harvard Business Review Press
Languages:
Original: English
ISBN10:
1578518261
ISBN13:
9781578518265
Weight:
699 g
Height:
166 cm
Width:
248 cm
Thickness:
32 cm

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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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€11,49

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