How customers think: essential insights into the mind of the market
Auteur :
Zaltman, Gerald
Éditeur :
Harvard Business Review Press
ISBN :
9781578518265
Date de publication :
1 févr. 2003
Dimensions :
24,3 x 16,2 cm
Poids :
686 g
Format :
Cloth over boards
Langue :
Anglais
Pays d'origine :
USA
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.