My Library Account

Record Details

Catalog Search

How customers think : essential insights into the mind of the market / Gerald Zaltman.

Zaltman, Gerald. (Author).

Available copies

  • 2 of 2 copies available at Berklee College of Music.

Current holds

0 current holds with 2 total copies.

Location Call Number / Copy Notes Barcode Shelving Location Holdable? Status Due Date
Stan Getz Library HF5415.32 .Z35 2003 37684000975019 Career Stacks Copy hold / Volume hold Available -
Valencia Main Library HF5415.32.Z35 2003 37684001068861 Valencia Stacks Copy hold / Volume hold Available -

Record details

  • ISBN: 1578518261 (alk. paper)
  • Physical Description: xxii, 323 p. : ill. ; 25 cm.
  • Publisher: Boston, Mass. : Harvard Business School Press, c2003.

Content descriptions

Bibliography, etc. Note:
Includes bibliographical references (p. 291-310) and index.
Formatted Contents Note:
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set.
Subject: Consumer behavior > Psychological aspects.
Consumers > Psychology
Marketing > Psychological aspects.
Creative thinking

Additional Resources