TY  - BOOK
AU  - Zaltman,Gerald
TI  - How customers think: essential insights into the mind of the market 
SN  - 1578518261
AV  - HF 5415.32 Z35.2003
PY  - 2003///
CY  - Boston, Mass.
PB  - Harvard Business School
KW  - Consumer behavior
KW  - Psychological aspects
KW  - Comportamiento del consumidor
KW  - Aspectos psicológicos
KW  - Consumers
KW  - Psychology
KW  - Consumidores
KW  - Psicología
KW  - Marketing
KW  - Mercadotecnia
KW  - Creative thinking
KW  - Pensamiento creativo (Educación)
N1  - Incluye referencias bibliográficas (p. 291-310) e índice; 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
ER  -