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Cómo piensan los consumidores
by Gerald Zaltman · Empresa Activa · tapa dura · 400 pages
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Pages: 400 pagesAuthor: Gerald ZaltmanPublisher: Empresa ActivaFormat: tapa duraLanguage: es-ESRelease date: 15/3/2004ISBN: ISBN 9788495787453
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Synopsis of Cómo piensan los consumidores
En 'Cómo piensan los consumidores', Gerald Zaltman explora las profundidades de la mente del consumidor, argumentando que la mayoría de nuestros pensamientos residen en el inconsciente. Este libro desafía las herramientas tradicionales de marketing, como encuestas y entrevistas, y propone nuevas técnicas para comprender verdaderamente las necesidades y deseos de los clientes. Zaltman se basa en investigaciones de diversas disciplinas para revelar cómo la mente, el cerebro, el cuerpo y la sociedad interactúan en el proceso de consumo, ofreciendo a los profesionales herramientas innovadoras para conectar con sus clientes a un nivel más profundo y creativo. Descubre cómo las empresas líderes están aprovechando el inconsciente para lograr resultados extraordinarios y cómo puedes aplicar estas estrategias en tu propio negocio.
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About the author
Gerald Zaltman
Gerald Zaltman is the Joseph C. Wilson Professor Emeritus at Harvard Business School and the author and editor of 20 books. His newest book is Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making,. Other books include the international best selling How Customers Think, and Marketing Metaphoria. In 1997 he founded the market research consulting firm Olson Zaltman Associates in partnership with Jerry C. Olson, Professor of Marketing Emeritus, Smeal College of Business at Penn State. Zaltman patented the Zaltman Metaphor Elicitation Technique, a method used to delve into the unconscious thinking that drives behavior.
Born in 193837 titles published
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