How Customers Think

Name: How Customers Think
Brand: Harvard Business Review Press
SKU: 9781578518265
Price: 167.65 RON
Availability: InStock

Autor: Gerald Zaltman

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Legare: Copertă tare

Editura: Harvard Business Review Press

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167.65 lei

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have...

Informații despre carte

Autor

Gerald Zaltman

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2003

Pagini

352

EAN

9781578518265

ISBN

1578518261

Enbook ID

04233122

Editura

Harvard Business Review Press

Greutate

702

Dimensiuni

165 x 241 x 30

Descriere completă

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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