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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 /

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 :

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 /
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245 1 0 $a How customers think : $b essential insights into the mind of the market / $c Gerald Zaltman.
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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.
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650 $a Consumers $x Psychology. $3 610246
650 $a Creative thinking. $3 530478
650 $a Marketing $x Psychological aspects. $3 729673