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How customers think : = essential in...

Zaltman, Gerald.

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How customers think : = essential insights into the mind of the market /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	How customers think :/ Gerald Zaltman.
Reminder of title:	essential insights into the mind of the market /
Author:	Zaltman, Gerald.
Published:	Boston, Mass. :Harvard Business School Press, : c2003.,
Description:	xxii, 323 p. :ill. ;25 cm.
[NT 15003449]:	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.
Subject:	Consumer behavior - Psychological aspects. -
ISBN:	1578518261 :

How customers think : = essential insights into the mind of the market /
Zaltman, Gerald.

How customers think :essential insights into the mind of the market /Gerald Zaltman. - Boston, Mass. :Harvard Business School Press,c2003. - xxii, 323 p. :ill. ;25 cm.

Includes bibliographical references (p. 291-310) 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.

ISBN: 1578518261 :US29.95

LCCN: 2002011666Subjects--Topical Terms:

779325
Consumer behavior
--Psychological aspects.

LC Class. No.: HF5415.32 / .Z35 2003

Dewey Class. No.: 658.8/342

How customers think : = essential insights into the mind of the market /
LDR:01228pam a2200181 a 45 001 712273
005 20070410
008 070312s2003 maua b 001 0 eng
010 $a 2002011666
020 $a 1578518261 : $c US29.95
035 $a IB95T0212
040 $a DLC $c DLC $d DLC
050 0 0 $a HF5415.32 $b .Z35 2003
082 0 0 $a 658.8/342 $2 21
100 $a Zaltman, Gerald. $3 779324
245 1 0 $a How customers think : $b essential insights into the mind of the market / $c Gerald Zaltman.
260 $a Boston, Mass. : $c c2003. $b Harvard Business School Press,
300 $a xxii, 323 p. : $b ill. ; $c 25 cm.
504 $a Includes bibliographical references (p. 291-310) and index.
505 0 $a 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.
650 $a Consumer behavior $x Psychological aspects. $3 779325
650 $a Consumers $x Psychology. $3 610246
650 $a Creative thinking. $3 530478
650 $a Marketing $x Psychological aspects. $3 729673