How customers think : essential insights into the mind of the market / Gerald Zaltman.
Material type:
TextPublisher number: Brijwasi Book Distributors | New DelhiPublication details: Boston, Mass. : Harvard Business School Press, ©2003.Description: xxii, 323 p. : ill. ; 25 cmISBN: - 9781578518265
- 658.834 ZAL 21
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
Books
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SNU LIBRARY | 658.834 ZAL (Browse shelf(Opens below)) | Not For Loan | 27619 |
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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