How Customers Think

Name: How Customers Think
Brand: Harvard Business Review Press
SKU: 9781578518265
Price: 30.31 EUR
Availability: InStock

Autor: Gerald Zaltman

Jazyk:

Väzba: Pevná

Vydavateľ: Harvard Business Review Press

Dostupnosť: 50 % šanca

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30.31 €

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have...

Informácie o knihe

Autor

Gerald Zaltman

Jazyk

Angličtina

Väzba

Kniha - Pevná

Vydalo

2003

Stránok

352

EAN

9781578518265

ISBN

1578518261

Enbook ID

04233122

Vydavateľ

Harvard Business Review Press

Hmotnosť

702

Rozmery

165 x 241 x 30

Kompletný popis

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.

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