How Customers Think: Essential Insights Into the Mind of the MarketHarvard Business Press, 2003 - 323 էջ 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. |
Բովանդակություն
III | 3 |
V | 27 |
VII | 45 |
VIII | 47 |
IX | 73 |
XI | 101 |
XII | 111 |
XIII | 129 |
XIX | 211 |
XXI | 235 |
XXII | 237 |
XXIII | 263 |
XXV | 285 |
XXVII | 291 |
| 311 | |
XXIX | 319 |
Common terms and phrases
activity advertising amygdala answers Antonio Damasio archetypes ask consumers awareness behavior belief brain brand Cambridge chapter cognitive communication concepts conscious consensus map constructs core metaphors create creative cues cultural customers Daniel Wegner decisions describe develop disciplines Effective Probe emotions ence encoding evaluate example explore express figure firm focus groups Gerald Edelman Godzilla Harvard Business School Harvard University Harvard University Press human ideas identify images imagination important influence insights interactions interviews involving Jerome Kagan knowledge language managers market research meaning memory mental models metaphor-elicitation mood Nestlé Crunch neural neuroimaging neurons paralanguage participants particular percent person picture placebo placebo effects purchase qualities questions recall relevant remember research methods response retrieval reveal role share social specific stories storytelling strategy sumers surface survey techniques thinking thoughts and feelings tion uncon unconscious mind understand consumers York