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

By: Material type: TextTextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: 323 p. : illISBN:
  • 9781578518265
Subject(s):
Contents:
A voyage from the familiar -- A voyage to new frontiers -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix -- Interviewing the mind/brain, ptn b: Latency response and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Metaphors, memory, and stories -- Stories, brand, and identity -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
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Holdings
Item type Current library Home library Collection Shelving location Call number Status Date due Barcode Item holds
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.8342 ZAL 2003 (Browse shelf(Opens below)) Available 00020633
Total holds: 0

Includes bibliographical references and index.

A voyage from the familiar -- A voyage to new frontiers -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix -- Interviewing the mind/brain, ptn b: Latency response and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Metaphors, memory, and stories -- Stories, brand, and identity -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.

L00518 08/01/09 BUS University Book Store

SJY/004170 10/03/09