How customers think essential insights into the mind of the market Gerald Zaltman. txt
Boston, Massachusetts Harvard Business School Press 2003Descripción: xxii, 323 p. ill. 25 cmTipo de contenido:- text
- unmediaded
- volume
- 1578518265
- 9781578518265
- 658.8/342 21
- HF5415.32 Z35 2003
Contenidos:
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.
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | CARIBET Biblioteca Arquitectura Colección General CARIBET | General HF5415.32 Z35 2003 (Navegar estantería(Abre debajo)) | 1 | Disponible | 91000000002931 |
Total de reservas: 0
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.