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How Customers Think: Essential Insights into the Mind of the Market Gerald Zaltman
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How Customers Think: Essential Insights into the Mind of the Market
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.
352 pages, Illustrations
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 1 de febrero de 2003 |
| ISBN13 | 9781578518265 |
| Editores | Harvard Business Review Press |
| Páginas | 352 |
| Dimensiones | 165 × 241 × 30 mm · 718 g |
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