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How customers think : essential insights into the mind of the market / Gerald Zaltman.
Publication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN:- 1578518261 :
- HF5415.32 .Z35 2003
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.32 .Z35 2003 (Browse shelf(Opens below)) | Available | 678169 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5415.32 .T95 2003 Living it up : America's love affair with luxury / | HF 5415.32 .U63 2010 Understanding children as consumers / | HF 5415.32 .V36 2012 Unconscious branding : how neuroscience can empower (and inspire) marketing / | HF 5415.32 .Z35 2003 How customers think : essential insights into the mind of the market / | HF 5415.32 .Z353 2008 Marketing metaphoria : what seven deep metaphors reveal about the minds of consumers / | HF 5415.33 .A78 S38 1998 Consumer behavior in Asia / | HF 5415.33 .C6 D63 2005 Billions : selling to the new Chinese consumer / |
Includes bibliographical references (p. 291-310) and index.
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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