000			01976cam a22003614a 4500
999			_c200427633 _d45557
001			50243751\
003			TR-AnTOB
005			20190322123626.0
008			020722s2003 maua b 001 0 eng
010			_a2002011666
020			_a1578518261 _calkalin paper
020			_a9781578518265 _chardcover
040			_aDLC _cDLC _dTR-AnTOB _beng _erda
041			_aeng
050			_aHF5415.32 _b.Z35 2003
090			_aHF5415.32 _b.Z35 2003
100	1		_aZaltman, Gerald
245	1	0	_aHow customers think : _bessential insights into the mind of the market / _cGerald Zaltman.
264			_aBoston, Mass. : _bHarvard Business School Press, _c2003.
300			_axxii, 323 pages : _billustrations ; _c25 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references (p. 291-310) and index
505	0		_aPart 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
520			_a"Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers." -- Publisher's description
650		0	_aConsumer behavior _xPsychological aspects
650		0	_aConsumers _xPsychology
650		0	_aMarketing _xPsychological aspects
650		0	_aCreative thinking
942			_2lcc _cBK