| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000045189893 | |
| 005 | 20250326140428 | |
| 008 | 020722s2003 maua b 001 0 eng | |
| 010 | ▼a 2002011666 | |
| 020 | ▼a 1578518261 (alk. paper) | |
| 040 | ▼a DLC ▼c DLC ▼d DLC ▼d 211009 | |
| 050 | 0 0 | ▼a HF5415.32 ▼b .Z35 2003 |
| 082 | 0 4 | ▼a 658.8/342 ▼2 22 |
| 084 | ▼a 658.8342 ▼2 DDCK | |
| 090 | ▼a 658.8342 ▼b Z22h | |
| 100 | 1 | ▼a Zaltman, Gerald, ▼d 1938- ▼0 AUTH(211009)16302. |
| 245 | 1 0 | ▼a How customers think : ▼b essential insights into the mind of the market / ▼c Gerald Zaltman. |
| 260 | ▼a Boston, Mass. : ▼b Harvard Business School Press, ▼c c2003. | |
| 300 | ▼a xxii, 323 p. : ▼b ill. ; ▼c 25 cm. | |
| 504 | ▼a Includes bibliographical references (p. 291-310) and index. | |
| 505 | 0 | ▼a 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. |
| 650 | 0 | ▼a Consumer behavior ▼x Psychological aspects. |
| 650 | 0 | ▼a Consumers ▼x Psychology. |
| 650 | 0 | ▼a Marketing ▼x Psychological aspects. |
| 650 | 0 | ▼a Creative thinking. |
| 945 | ▼a KINS |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.8342 Z22h | 등록번호 111329331 (9회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 2 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.8342 Z22h | 등록번호 111641406 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
정보제공 :
저자소개
제럴드 잘트먼(지은이)
하버드대 경영대학원의 마케팅 교수이자 하버드대학의 학제적 연구센터인 마음/뇌/행동 연구소의 소장이다. 또한 시장조사 및 컨설팅 기관인 올슨 잘트먼 연구소의 공동파트너로 활동하고 있다.