How Customers Think by Gerald Zaltman
Aims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.
Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.
| SKU | Unavailable |
| ISBN 13 | 9781578518265 |
| ISBN 10 | 1578518261 |
| Title | How Customers Think |
| Author | Gerald Zaltman |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Harvard Business Review Press |
| Year published | 2003-02-01 |
| Number of pages | 352 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |