How Customers Think: Essential Insights into the Mind of the Market. book. Gerald Zaltman. Save; Share. Save; Share. Gerald Zaltman. · Rating details · ratings · 10 reviews. How to unlock the hidden 95 per cent of the customer’s mind that traditional marketing methods. ping into the unconscious needs and wants of your customers. □ □. How Customers Think. Essential Insights into the Mind of the Market by Gerald Zaltman.

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That said, some good insight and a fresh way to look a the problem. If anything, this book will help marketers become more perceptive in discovering how customers think. This is a clever book of insights. Drawing on an impressive array of recent multidisciplinary research, Zaltman is especially provocative on the importance of memory, metaphor and storytelling in customers’ decision making and the ways marketers might use these findings.

Baron, Andrew Scott, G.

In fact, large vision and practical application go hand-in-hand for Zaltman. Customers who bought this item also bought. Pages with related products.


How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman

Lucas Cherry rated it liked it Mar 03, I rarely well outside Michael Porter’s early books say this but I am serious. Feb 16, Matthew rated it did not like it. There’s a problem loading this menu right now.

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Memory and its fragility is the subject of an entire chapter. Zaltan a disconnect in how people make decisions and how marketers do- this book bridges how to solicit feedback from the subconscious vustomers. Get to Know Us. Frank Elliott rated it it was amazing Jul gerakd, An all-new tool kit: By page 40, and it was a winter Saturday night I had already used the information to start sending emails to my team on the insights into how people see ideas about products rather than how they communicate to you about these same products.

Technology and Operations Management. Also, more useful for large companies with big marketing budgets. Dense but informative read. This shouldn’t ghink surprising, he convincingly argues, since “a great mismatch exists between the way consumers experience and think about their world and the methods marketers use to collect this information. Add both to Cart Add both to List. Copyright Reed Business Information, Inc. More often than not, he believes customers use unconscious mental models to sort the stimulus that comes their way.


HOW CUSTOMERS THINK: Essential Insights into the Mind of the Market

This title provides practical synthesis of the cognitive sciences. Zaltman, and Jerry Olson. Burak rated it it was amazing Aug 15, Jan 26, Stephanie rated it liked it Shelves: To ask other readers questions about How Customers Thinkplease sign up.

At the core of this book is a process called ZMET that uses patented research techniques to identify deep metaphors people apply to daily situations. They are presented for you to assess but not overly presented such that you get the idea and your answer or their guess on the same page. Winner Declared in Audio vs. Marketing’s Forthcoming Age of Imagination. There were times the same ideas were presented in a different light.

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