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How Customers Think: Essential Insights into the Mind of the Market
 
 

How Customers Think: Essential Insights into the Mind of the Market (Hardcover)

by Gerald Zaltman (Author) "AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace ..." (more)
3.5 out of 5 stars  (4 customer reviews)
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Product details

  • Hardcover: 352 pages
  • Publisher: Harvard Business School Press; New title edition (1 Feb 2003)
  • Language English
  • ISBN-10: 1578518261
  • ISBN-13: 978-1578518265
  • Product Dimensions: 23 x 15.8 x 4 cm
  • Average Customer Review: 3.5 out of 5 stars See all reviews (4 customer reviews)
  • Amazon.co.uk Sales Rank: 146,763 in Books (See Bestsellers in Books)

    Popular in this category:

    #55 in  Books > Business, Finance & Law > Sales & Marketing > Research

    (Publishers and authors: Improve Your Sales)

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Product Description

Product Description
How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Synopsis
How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

See all Product Description

Inside This Book (Learn More)
First Sentence
"AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace."