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How Customers Think: Essential Insights into the Mind of the Market - Couverture rigide

Zaltman, Gerald

 
9781578518265: How Customers Think: Essential Insights into the Mind of the Market
Couverture rigide
ISBN 10 : 1578518261 ISBN 13 : 9781578518265
Editeur : Harvard Business Review Press, 2003

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Harvard Business Review Press
Date d'édition
2003
Langue
anglais
ISBN 10 
1578518261
ISBN 13 
9781578518265
Reliure
Relié
Nombre de pages
352
Coordonnées du fabricant
non disponible
Personne responsable
non disponible