How customers think : essential insights into the mind of the market
Gerald Zaltman
| Year of publication: |
2003
|
|---|---|
| Authors: | Zaltman, Gerald |
| Publisher: |
Boston, Mass. : Harvard Business School Press |
| Subject: | Konsumentenverhalten | Consumer behaviour | Marketing | Verbraucherverhalten | Verbraucher | Denken | Psychologie |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXII, 323 S Ill., graph. Darst |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | 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, ptn b: Latency response and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Metaphors, memory, and stories -- Stories, brand, and identity -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set |
| ISBN: | 1-57851-826-1 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10001684836