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

By: Gerald Zaltman

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Synopsis: How to unlock the hidden 95 percent of the customer's mind that traditional marketing methods have never reached. This title provides a 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.

Book Quality:: Excellent
Book Size:: 345 Pages
ISBN-13:: 9781578518265
Publisher:: Harvard Business School Press
Date of Addition:: 10/24/23
Copyrighted By:: Gerald Zaltman
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Self-Help, Business and Finance, Psychology, Sociology
Submitted By:: Worth Trust
Proofread By:: Worth Trust
Usage Restrictions:: This is a copyrighted book.