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How customers think : essential insights into the mind of the market / Gerald Zaltman. - Boston : Harvard Business School Press, 2003. - 323 strony : rysunki, tabele ; 24 cm.
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Zaltman Gerald Autor
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Książki Publikacje fachowe
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Konsumenci Konsumpcja (ekonomia) Zachowania konsumentów
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Zarządzanie i marketing Psychologia
1. Preparing for an expedition: A voyage from the familiar; A voyage to New frontiers; 2. Understanding the mind of the market: Illuminating the mind; Interviewing the mind/brain; Come to think of It; Reading the mind of the market; Memory's fragile Power; Memory, metaphor and stores; Stories and brands; 3. Thinking differently and deeply: Crowbards for creative thinking; Quality questions beret quality answers; Launching a New mind-set.
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There are copies available to loan: sygn. 339.138 (4 egz.)
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Copies are only available in the library: sygn. 339.138 (1 egz.)
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