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

By:

Zaltman, Gerald

Material type:

TextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN:

1578518261 (alk. paper)

Subject(s):

DDC classification:

658.8342 ZAL [ Shelf 80]

LOC classification:

658.8342 ZAL

Contents:

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.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Book	Indian Institute Of Management, Shillong				658.8342 ZAL [ Shelf 80] (Browse shelf(Opens below))					Available			0004235

Includes bibliographical references (p. 291-310) and index.

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