How customers think: essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know]
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Press
2003
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009940316&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Literaturverz. S. 291 - 310 |
| Umfang: | XXII, 323 S. Ill., graph. Darst |
| ISBN: | 1578518261 9781578518265 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819267434364796928 |
|---|---|
| adam_text | Contents
Preface
Part I Preparing for an Expedition
one A Voyage from the Familiar 3
two A Voyage to New Frontiers 27
Part II Understanding the Mind of the Market
Three Illuminating the Mind 47
Consumers Cognitive Unconscious
Four Interviewing the Mind/Brain 73
Metaphor Elicitation
Appendix: The Metaphor Elicitation Process 101
Five Interviewing the Mind/Brain m
Response Latency and Neuroimaging
12Q
Six Gome to Think of It
seven Reading the Mind of the Market 149
Using Consensus Maps
Eight Memory s Fragile Power 165
viii I Contents
Nine Memory, Metaphor, and Stories 189
Ten Stories and Brands 211
Part II! Thinking Differently and Deeply
Eleven Crowbars for Creative Thinking 237
Twelve Quality Questions Beget Quality Answers 263
Thirteen Launching a New Mind Set 285
Notes 291
Index 311
Acknowledgments 319
About the Author 323
|
| any_adam_object | 1 |
| author | Zaltman, Gerald 1938- |
| author_GND | (DE-588)170970337 |
| author_facet | Zaltman, Gerald 1938- |
| author_role | aut |
| author_sort | Zaltman, Gerald 1938- |
| author_variant | g z gz |
| building | Verbundindex |
| bvnumber | BV014629162 |
| classification_rvk | QW 300 |
| ctrlnum | (OCoLC)611278688 (DE-599)BVBBV014629162 |
| dewey-full | 658.8342 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8342 |
| dewey-search | 658.8342 |
| dewey-sort | 3658.8342 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV014629162 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T11:06:00Z |
| institution | BVB |
| isbn | 1578518261 9781578518265 |
| language | English |
| lccn | 2002011666 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009940316 |
| oclc_num | 611278688 |
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| owner_facet | DE-1049 DE-945 DE-706 DE-N2 DE-1102 DE-188 DE-384 |
| physical | XXII, 323 S. Ill., graph. Darst |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | Harvard Business School Press |
| record_format | marc |
| spellingShingle | Zaltman, Gerald 1938- How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] Verbraucherverhalten (DE-588)4062644-1 gnd Verbraucher (DE-588)4062632-5 gnd Marketing (DE-588)4037589-4 gnd Psychologie (DE-588)4047704-6 gnd Denken (DE-588)4011450-8 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4062632-5 (DE-588)4037589-4 (DE-588)4047704-6 (DE-588)4011450-8 |
| title | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] |
| title_auth | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] |
| title_exact_search | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] |
| title_full | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] Gerald Zaltman |
| title_fullStr | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] Gerald Zaltman |
| title_full_unstemmed | How customers think essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] Gerald Zaltman |
| title_short | How customers think |
| title_sort | how customers think essential insights into the mind of the market what consumers can t tell you and competitors don t know |
| title_sub | essential insights into the mind of the market ; [what consumers can't tell you and competitors don't know] |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Verbraucher (DE-588)4062632-5 gnd Marketing (DE-588)4037589-4 gnd Psychologie (DE-588)4047704-6 gnd Denken (DE-588)4011450-8 gnd |
| topic_facet | Verbraucherverhalten Verbraucher Marketing Psychologie Denken |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009940316&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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