How customers think : essential insights into the mind of the market
Zaltman, Gerald
How customers think : essential insights into the mind of the market - Boston, Massachusetts Harvard Business School Press c2003 - xxii, 323 p. il. 25 cm.
Incluye referencias bibliográficas e índice.
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
1578518261
Consumer behavior--Psychological aspects.
Consumers--Psychology.
Marketing--Psychological aspects.
Creative thinking.
Comportamiento del consumidor ---Aspectos psicológicos
Consumidores ---Psicología
Mercadotecnia ---Aspectos psicológicos
Pensamiento creativo
HF 5415 32 / Z35
How customers think : essential insights into the mind of the market - Boston, Massachusetts Harvard Business School Press c2003 - xxii, 323 p. il. 25 cm.
Incluye referencias bibliográficas e índice.
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
1578518261
Consumer behavior--Psychological aspects.
Consumers--Psychology.
Marketing--Psychological aspects.
Creative thinking.
Comportamiento del consumidor ---Aspectos psicológicos
Consumidores ---Psicología
Mercadotecnia ---Aspectos psicológicos
Pensamiento creativo
HF 5415 32 / Z35