How customers think : essential insights into the mind of the market / Gerald Zaltman.
Material type:
TextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN: - 1578518261 (alk. paper)
- 658.8/342 21
- HF5415.32 .Z35 2003
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Book
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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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