by Gerald Zaltman · Harvard Business School Press · tapa dura · ISBN 9781578518265
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Unlock the hidden secrets of the consumer mind with 'How Customers Think: Essential Insights into the Mind of the Market' by Gerald Zaltman. This book offers a practical synthesis of the cognitive sciences, combining academic rigor with real-world results. Learn to use innovative tools to gain valuable insights from the subconscious of consumers and develop products and solutions that outperform the competition. Ideal for marketing professionals and anyone interested in understanding consumer behavior.
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.
