01844nam a22003377a 4500 215127 215127 pucpr 20190809111308.0 030910s2003 maua bi 001 0 eng 2002011666 1578518265 alk. paper 9781578518265 pucpr pucpr pucpr eng rda pcc CARIBET HF5415.32 Z35 2003 658.8/342 21 Zaltman, Gerald, 191691 How customers think essential insights into the mind of the market Gerald Zaltman. txt Boston, Massachusetts Harvard Business School Press 2003 xxii, 323 p. ill. 25 cm. book rdacontent txt text rdamedia n unmediaded rdacarrier nc volume 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. Consumer behavior Psychological aspects. 79972 Local 81919 Creative thinking Local Marketing Psychological aspects. 131165 Local Consumers Psychology. 79988 Local 6 HF5415.32 lcc General Z35 2003 0 0 lcc 0 0 beal 4 4 33 2016-05-27 amazon 42.50 445143 0 General HF5415.32 Z35 2003 91000000002931 2016-05-27 00:00:00 1 52.50 6