000			01807nam a2200361 a 4500
001			000557833
005			20240105150619.0
008			110523s2003 maua rb 001 0 eng d
010			_a2002011666
020			_a1578518261
035			_a362464
040			_aDLC _bspa _cDLC _dUIASF
050		4	_aHF 5415.32 _bZ35.2003
100	1		_aZaltman, Gerald
245	1	0	_aHow customers think : _bessential insights into the mind of the market / _cGerald Zaltman.
260			_aBoston, Mass. : _bHarvard Business School, _c2003.
300			_axxii, 323 p. : _bil. ; _c25 cm.
504			_aIncluye referencias bibliográficas (p. 291-310) e índice.
505	0		_aPart 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	_aConsumer behavior _xPsychological aspects.
650		4	_aComportamiento del consumidor _xAspectos psicológicos
650		0	_aConsumers _xPsychology.
650		4	_aConsumidores _xPsicología
650		0	_aMarketing _xPsychological aspects.
650		4	_aMercadotecnia _xAspectos psicológicos
650		0	_aCreative thinking.
650		4	_aPensamiento creativo (Educación)
905			_a01
942			_cNEWBFXC1
999			_c526183 _d526183
980			_851 _gRonald RUIZ