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

"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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