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

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Bibliographic Details
Main Author Zaltman, Gerald, 1938- (Author)
Format Book
LanguageEnglish
Published Boston, Mass. : Harvard Business School Press, c2003
Subjects
spotřebitelské chování > psychologické aspekty
nakupování > psychologické aspekty
marketing > psychologické aspekty
tvůrčí myšlení
consumer behavior > psychological aspects
shopping > psychological aspects
marketing > psychological aspects
creative thinking
ISBN1578518261 978-1-57851-826-5
Physical Descriptionxxii, 323 s. : il. ; 25 cm

Cover

Table of Contents:
  • 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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