Zaltman, Gerald. <br/><br/>
How customers think :  essential insights into the mind of the market / 
Gerald Zaltman. 
 - Boston, Mass. :  Harvard Business School Press,  c2003. 
 - xxii, 323 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references (p. 291-310) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>1578518261 (alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior -- Psychological aspects.<br/>Consumers -- Psychology.<br/>Marketing -- Psychological aspects.<br/>Creative thinking.
<br/><br/><label>LC Class. No.: </label>658.8342  / ZAL 
<br/><br/><label>Dewey Class. No.: </label>658.8342  / ZAL [ Shelf 80]