Title How customers think : essential insights into the mind of the market / Gerald Zaltman.

Publication Info.	Boston, Mass. : Harvard Business School Press, [2003]
	©2003

Item Status

Location	Call No.	Status	OPAC Message	Public Note	Gift Note
Moore Stacks	HF5415.32 .Z35 2003	Available	---

Description	xxii, 323 pages : illustrations ; 25 cm
Bibliography	Includes bibliographical references (pages 291-310) and index.
Contents	Voyage from the familiar -- Voyage to new frontiers -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix -- Interviewing the mind/brain, ptn b: Latency response and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Metaphors, memory, and stories -- Stories, brand, and identity -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set
Subject	Consumer behavior -- Psychological aspects.
	Consumer behavior -- Psychological aspects.
	Consumer behavior.
	Consumers -- Psychology.
	Consumers -- Psychology.
	Marketing -- Psychological aspects.
	Marketing -- Psychological aspects.
	Creative thinking.
	Creative thinking.
ISBN	1578518261 alkaline paper