by Gerald Zaltman · Empresa Activa · tapa dura · ISBN 9788495787453
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«Cómo piensan los consumidores» is Gerald Zaltman's essay on consumer behaviour and marketing, published by Empresa Activa in hardback (400 pages, in Spanish).
Gerald Zaltman argues that 95% of the thoughts influencing purchasing decisions occur in the unconscious, so traditional surveys and interviews are not enough to understand the customer. The author proposes tools based on neurology, sociology and cognitive science to access that «mind of the market», and analyses how mind, brain, body and society interact when evaluating products.
The book belongs to the Nuevos paradigmas collection from Empresa Activa; originally published as «How Customers Think: Essential Insights into the Mind of the Market».
Aimed at marketing professionals, market research and business management interested in real consumer behaviour.
