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How Customers Think

How Customers Think: Essential Insights into the Mind of the Market

Author : Zaltman, Gerald

Aims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.
$36.60
  • Author:
  • Zaltman, Gerald
  • ISBN:
  • 1578518261
  • isbn-13
  • 9781578518265
  • Publisher:
  • Harvard Business School Publishing
  • Cover:
  • Hardback
  • Pub. Year:
  • 01-02-2003
  • SKU
  • 9781578518265
  • Number of Units
  • No
  • Pages:
  • 352