Zaltman, Gerald <br/><br/>
How customers think :  essential insights into the mind of the market / 
Gerald Zaltman. 
 - xxii, 323 pages :  illustrations ;  25 cm 
<br/><br/>
<br/><br/>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 
<br/><br/> "Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers." -- Publisher's description 
<br/><br/><label>ISBN: </label>1578518261  alkalin paper 9781578518265  hardcover 
<br/><br/><label>LCCN: </label>2002011666 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior--Psychological aspects<br/>Consumers--Psychology<br/>Marketing--Psychological aspects<br/>Creative thinking
<br/><br/><label>LC Class. No.: </label>HF5415.32  / .Z35 2003