Gerald Zaltman

Buch mit Leinen-Einband

How Customers Think

Essential Insights Into the Mind of the Market

Beschreibung

This work provides research tools - metaphor elicitation, response latency, and implicit association techniques - that aim to be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products.

Autor

Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.

Produktdetails

• Verlag: MCGRAW-HILL; HARVARD BUSINESS SCHOOL PRESS
• Seitenzahl: 352
• Erscheinungstermin: 1. Februar 2003
• Englisch
• Abmessung: 248mm x 166mm x 32mm
• Gewicht: 712g
• ISBN-13: 9781578518265
• ISBN-10: 1578518261
• Artikelnr.: 11241961