Cover image for How customers think : essential insights into the mind of the market
How customers think : essential insights into the mind of the market
Title:
How customers think : essential insights into the mind of the market
Author:
Zaltman, Gerald.
Personal Author:
Publication Information:
Boston, Mass. : Harvard Business School Press, [2003]

©2003
Physical Description:
xxii, 323 pages : illustrations ; 25 cm
Language:
English
Contents:
A voyage from the familiar -- A voyage to new frontiers -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix -- Interviewing the mind/brain, pt. b: Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphors, and stories -- Stories and brands -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
ISBN:
9781578518265
Format :
Book