How Customers Think : Essential Insights into the Mind of the Market
Book Details
Format
Hardback or Cased Book
ISBN-10
1578518261
ISBN-13
9781578518265
Publisher
Harvard Business Review Press
Imprint
Harvard Business Review Press
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Feb 1st, 2003
Print length
352 Pages
Weight
718 grams
Dimensions
24.10 x 16.50 x 3.00 cms
Product Classification:
Sales & marketing
Ksh 4,700.00
Re-Printing
0 in stock
Delivery Location
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Quality
Fast
Aims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.
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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