essential insights into the mind of the market Zaltman, Gerald creator text bibliography mau 2003 monographic eng

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xxii, 323 p. ill. 25 cm. 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. Gerald Zaltman. Includes bibliographical references (p. 291-310) and index. Consumer behavior Psychological aspects Creative thinking Marketing Psychological aspects Consumers Psychology HF5415.32 Z35 2003 658.8/342 1578518265 9781578518265 2002011666 pucpr 030910 20190809111308.0 eng