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How Customers Think: Essential Insights into the Mind of the Market Hardcover – 1 Feb 2003

3.9 out of 5 stars 9 customer reviews

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Frequently bought together

  • How Customers Think: Essential Insights into the Mind of the Market
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  • Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers: What Seven Deep Metaphors Reveal About the Minds of Consumers
Total price: £47.00
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Product details

  • Hardcover: 352 pages
  • Publisher: Harvard Business Review Press (1 Feb. 2003)
  • Language: English
  • ISBN-10: 1578518261
  • ISBN-13: 978-1578518265
  • Product Dimensions: 16.5 x 4.4 x 25.4 cm
  • Average Customer Review: 3.9 out of 5 stars 9 customer reviews
  • Amazon Bestsellers Rank: 634,677 in Books (See Top 100 in Books)
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Product description

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.

About the Author

Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.


9 customer reviews

3.9 out of 5 stars

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VINE VOICE
21 October 2008
Format: HardcoverVerified Purchase
24 May 2017
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14 May 2016
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15 July 2008
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15 July 2009
Format: Hardcover
TOP 100 REVIEWER
27 September 2005
Format: Hardcover
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