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How Customers Think : Essential Insights into the Mind of the Market

How Customers Think : Essential Insights into the Mind of the Market - 03 edition

ISBN13: 978-1578518265

Cover of How Customers Think  : Essential Insights into the Mind of the Market 03 (ISBN 978-1578518265)
ISBN13: 978-1578518265
ISBN10: 1578518261
Cover type: Hardback
Edition/Copyright: 03
Publisher: Harvard Business School Press
Published: 2003
International: No

List price: $35.00

How Customers Think : Essential Insights into the Mind of the Market - 03 edition

ISBN13: 978-1578518265

Gerald Zaltman

ISBN13: 978-1578518265
ISBN10: 1578518261
Cover type: Hardback
Edition/Copyright: 03
Publisher: Harvard Business School Press

Published: 2003
International: No
Summary

Despite the resources spent on market research, nearly 80 percent of new offerings fail. The pattern is predictable: Customers say they want something, companies create it, and once it's available, customers don't buy it. Why? Is it because customers just don't know what they want? Gerald Zaltman sorts through this puzzle and concludes that, at some level, customers do know, but marketing's most overused tools -- surveys, questionnaires, and focus groups -- and conventional thinking don't dig deeply enough to help them discover and express it. In this mind-opening book, Zaltman argues that 95 percent of thinking happens in our unconscious. Therefore, unearthing your customers' desires requires you to understand the "mind of the market," that dynamic interplay between the consumers' and the marketers' thoughts that determines the outcome of every buying decision. Building on research from disciplines as diverse as neurology, sociology, literary analysis, and cognitive science, Zaltman offers rich insights into what happens within the complex system of mind, brain, body, and society as consumers contemplate their needs and evaluate products. The mind of the market is waiting to be explored. Make sure your competitors don't get there first.

Table of Contents

Preface

Part I Preparing for an Expedition

1 A Voyage from the Familiar
2 A Voyage to New Frontiers

Part II Understanding the Mind of the Market

3 Illuminating the Mind: Consumers' Cognitive Unconscious
4 Interviewing the Mind/Brain: Metaphor Elicitation
5 Interviewing the Mind/Brain: Response Latency and Neuroimaging
6 Come to Think of It
7 Reading the Mind of the Market: Using Consensus Maps
8 Memory's Fragile Power
9 Memory, Metaphor, and Stories
10 Stories and Brands

Part III Thinking Differently and Deeply

11 Crowbars for Creative Thinking
12 Quality Questions Beget Quality Answers
13 Launching a New Mind-Set

Notes
Index
Acknowledgments
About the Author

List price: $35.00
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