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Book synopsis

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Book details

Book category Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Full title: How Customers Think
• Author: Gerald Zaltman
• Language: English
• Binding: Hardback
• Number of pages: 352
• EAN: 9781578518265
• ISBN: 1578518261
• ID: 04233122
• Publisher: Harvard Business Review Press
• Weight: 702 g
• Dimensions: 241 × 165 × 30 mm
• Date of publishing: 01. February 2003

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