How Customers Think

作者 Gerald Zaltman著
出版社 Perseus
出版时间 2003年2月第1版
ISBN 9781578518265
定价 285.00

内容简介

Howtounlockthehidden95percentofthecustomer'smindthattraditionalmarketingmethodshaveneverreached.Thistitleprovidespracticalsynthesisofthecognitivesciences.Drawingheavilyonpsychology,neuroscience,sociology,andlinguistics,Zaltmancombinesacademicrigorwithreal-worldresultstoofferhighlyaccessibleinsights,basedonhisyearsofresearchandconsultingworkwithlargeclientslikeCoca-ColaandProcter&Gamble.Anall-newtoolkit:Zaltmanprovidesresearchtools-metaphorelicitation,responselatency,andimplicitassociationtechniques,tonameafew-thatwillbeall-newtomarketersanddemonstrateshowinnovatorscanusethesetoolstogetcluesfromthesubconsciouswhendevelopingnewproductsandfindingnewsolutions,longbeforecompetitorsdo.

作者简介

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

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