How customers think : = essential in...
Zaltman, Gerald.

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  • How customers think : = essential insights into the mind of the market /
  • 紀錄類型: 書目-語言資料,印刷品 : Monograph/item
    正題名/作者: How customers think :/ Gerald Zaltman.
    其他題名: essential insights into the mind of the market /
    作者: Zaltman, Gerald.
    出版者: Boston, Mass. :Harvard Business School Press, : c2003.,
    面頁冊數: xxii, 323 p. :ill. ;25 cm.
    內容註: 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.
    標題: Consumer behavior - Psychological aspects. -
    ISBN: 1578518261 :
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W0053594 六樓西文書區HC-Z(6F Western Language Books) 01.外借(書)_YB 一般圖書 HF5415.32 Z35 2003 一般使用(Normal) 在架 0
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