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|a Zaltman, Gerald,
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|a How customers think :
|b essential insights into the mind of the market /
|c Gerald Zaltman
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| 260 |
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|a Boston, Mass. :
|b Harvard Business School Press,
|c c2003
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| 300 |
|
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|a xxii, 323 s. :
|b il. ;
|c 25 cm
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| 504 |
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|a Obsahuje bibliografické odkazy a rejstřík
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|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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|a consumer behavior
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|a marketing
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