How customers think : essential insights into the mind of the market / Gerald Zaltman.
Material type:
TextPublication details: Boston, Mass. : Harvard Business School Press, c2003.Description: xxii, 323 p. : ill. ; 25 cmISBN: - 1578518261 (alk. paper)
- 22 658.8342 ZAL-H 2003 804274
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
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Lahore Business School Library Shelf No. 81, LBS | Book | 658.8342 ZAL-H 2003 804274 (Browse shelf(Opens below)) | Available | 804274 |
Includes bibliographical references (p. 291-310) 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, pt. b: Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphors, and stories -- Stories and brands -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.