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How Customers Think: Essential Insights Into the Mind of the Market
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How Customers Think: Essential Insights Into the Mind of the Market

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` 1799 (28% off) ` 1288

+ The price is inclusive of GST.
+ Free Shipping (for orders above `199).

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Description

About the Book: How Customers Think: Essential Insights Into the Mind of the Market

How to unlock the hidden 95 per cent of the customers 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 and 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.

About the Author: Gerald Zaltman

Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard Universitys interdisciplinary Mind, Brain, Behavior Initiative.

Details

Book: How Customers Think: Essential Insights Into the Mind of the Market
Author:
ISBN-13: 9781578518265
Product Code 9781578518265
Binding: HardBound
Publishing Date: 2003-02-01
Publisher: Harvard Business School Press
Number of Pages: 352
Language: English

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