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

By: Material type: TextTextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN:
  • 1578518261 (alk. paper)
Subject(s): DDC classification:
  • 658.8/342 21
LOC classification:
  • HF5415.32 .Z35 2003
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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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book University of Macedonia Library Βιβλιοστάσιο Α (Stack Room A) Main Collection HF5415.32.Z35 2003 (Browse shelf(Opens below)) 1 Available 0013078519

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.

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