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How customers think : essential insights into the mind of the market

By: Material type: TextTextPublication details: Boston, Massachusetts Harvard Business School Press c2003Description: xxii, 323 p. il. 25 cmISBN:
  • 1578518261
Subject(s): LOC classification:
  • HF 5415 32 Z35
Contents:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Préstamo Biblioteca Pedro Arrupe Acervo HF 5415 32 Z35 (Browse shelf(Opens below)) Available 017528

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.

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