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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 Hardcover - 2003 - 1st Edition

by Gerald Zaltman

Unveiling the next source of competitive advantage for companies everywhere, an industry innovator offers a new approach to understanding how--and why--customers buy.


From the publisher

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.

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Details

  • Title How Customers Think: Essential Insights Into the Mind of the Market
  • Author Gerald Zaltman
  • Binding Hardcover
  • Edition number 1st
  • Edition 1
  • Pages 352
  • Volumes 1
  • Language ENG
  • Publisher Harvard Business Review Press, Boston, Massachusetts, U.S.A.
  • Date February 21, 2003
  • Illustrated Yes
  • Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
  • ISBN 9781578518265 / 1578518261
  • Weight 1.54 lbs (0.70 kg)
  • Dimensions 9.76 x 6.54 x 1.25 in (24.79 x 16.61 x 3.18 cm)
  • Library of Congress subjects Creative thinking, Marketing - Psychological aspects
  • Library of Congress Catalog Number 2002011666
  • Dewey Decimal Code 658.834

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Citations

  • Publishers Weekly, 12/09/2002, Page 71
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