How Customers Think

Name: How Customers Think
Brand: Harvard Business Review Press
SKU: 9781578518265
Price: 694 CZK
Availability: InStock

Autor: Gerald Zaltman

Jazyk:

Vazba: Pevná

Vydavatel: Harvard Business Review Press

Dostupnost: 50 % šance

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

Informace o knize

Autor

Gerald Zaltman

Jazyk

Angličtina

Vazba

Kniha - Pevná

Vydáno

2003

Stránek

352

EAN

9781578518265

ISBN

1578518261

Enbook ID

04233122

Vydavatel

Harvard Business Review Press

Hmotnost

702

Rozměry

165 x 241 x 30

Kompletní 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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