How Customers Think: Essential Insights into the Mind of the Market

185 九五品

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作者Gerald Zaltman

出版社‎ Harvard Business Review Press

ISBN9781578518265

出版时间2003

装帧精装

页数323页

货号L29

上书时间2022-08-18

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品相描述：九五品: Publisher ‏ : ‎ Harvard Business Review Press; Illustrated edition (1 Feb. 2003)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 352 pages
ISBN-10 ‏ : ‎ 1578518261
ISBN-13 ‏ : ‎ 978-1578518265
Dimensions ‏ : ‎ 16.51 x 4.45 x 25.4 cm

商品描述: How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

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