How customers think : essential insights into the mind of the market / Gerald Zaltman.
Material type:
TextLanguage: İngilizce Publisher: Boston, Mass. : Harvard Business School Press, 2003Description: xxii, 323 pages : illustrations ; 25 cmContent type: - text
- unmediated
- volume
- 1578518261
- 9781578518265
- HF5415.32 .Z35 2003
| Item type | Current library | Home library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
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Merkez Kütüphane Genel Koleksiyon / Main Collection | Merkez Kütüphane | Genel Koleksiyon | HF5415.32 .Z35 2003 (Browse shelf(Opens below)) | Available | 0054925 |
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| HF5415.32 .S67 2011 Bounded rationality and industrial organization / | HF5415.32 .T67 2003 Pazarlama ahlakı : sosyal sorumluluklar ekseninde pazarlama kararları ve tüketici davranışlarının analizi / | HF5415.32 .T84 2000 Tüketim : | HF5415.32 .Z35 2003 How customers think : essential insights into the mind of the market / | HF5415.33.T9 T85 2018 Tüketici profili ve bilinç düzeyi araştırma raporu / | HF5415.33.T9 T85 2019 Tüketici profili ve bilinç düzeyi araştırma raporu / | HF5415.33.U6 S35 2004 Born to buy : the commercialized child and the new consumer culture / |
Includes bibliographical references and index.
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
"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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