How customers think : essential insights into the mind of the market / Gerald Zaltman.

By:

Zaltman, Gerald

Material type: Text

TextLanguage: İngilizce Boston, Mass. : Harvard Business School Press, 2003Description: xxii, 323 pages : illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

1578518261
9781578518265

Subject(s):

LOC classification:

HF5415.32 .Z35 2003

Contents:

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

Summary: "Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers." -- Publisher's description

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Holdings
Item type	Current library	Home library	Collection	Call number	Status	Date due	Barcode
Book	Merkez Kütüphane Genel Koleksiyon / Main Collection	Merkez Kütüphane	Genel Koleksiyon	HF5415.32 .Z35 2003 (Browse shelf(Opens below))	Available		0054925

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Previous	HF5415.32 .S67 2011 Bounded rationality and industrial organization /	HF5415.32 .T67 2003 Pazarlama ahlakı : sosyal sorumluluklar ekseninde pazarlama kararları ve tüketici davranışlarının analizi /	HF5415.32.T84 2000 Tüketim :	HF5415.32 .Z35 2003 How customers think :	HF5415.33 .U6.S35 2004 Born to buy :	HF5415.335 .V38 1999 Müşteri tatmini ölçümlerinizi geliştirmenin yolları /	HF5415.4 .O93 2009 Kadın tüketicilere yönelik pazarlama stratejileri ve Bursa ilinde bir uygulama /	Next

"Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers." -- Publisher's description

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