HOW CUSTOMERS THINK
HOW CUSTOMERS THINK
副标题: Essential Insights into the Mind of the Market
ISBN: 9781578518265
作者: Gerald Zaltman
出版社: Harvard Business School Press
出版年: 2003-02-21
页数: 352
定价: USD 29.95
装帧: Hardcover
内容简介
How to unlock the hidden 95% of the customer's mind that traditional marketing methods have never reached. Selling Points 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 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.