About this title: How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a ...
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Description: Fair. 1578518261 Unread book with dj tear, bump or corner crease. This is a new book that received the wear during its handling. Has remainder mark. read more
Binding: Hardcover
Publisher: Harvard Business Press
Date Published: 2003
ISBN-13:9781578518265ISBN:1578518261
Description: Good. A couple pages have pen parenthesis marks. A few pages have been dog-eared. DJ shows light chipping and edge wear. Light soiling on sides of book. Excellent reading copy! read more
Description: Very Good. Great condition for a used book! Minimal wear. Shipped to over one million happy customers. Your purchase benefits world literacy! read more
Binding: Hardcover
Publisher: Harvard Business Press
Date Published: 2003-02-21
ISBN-13:9781578518265ISBN:1578518261
Description: Very Good. Tight, bright, pages clear and bright, shelf and edge wear, corners bumped, ships in a box, delivery confirmation on all U.S. orders. read more
Description: Very good. 2003 Harvard Business School Press Hardcover Edition. Slight wear to Dust Jacket, text clean with strong binding. Ships Fast! read more
Binding: Hardcover
Publisher: Harvard Business School Press
Date Published: 2003
ISBN-13:9781578518265ISBN:1578518261
Description: Fine in fine dust jacket. Sewn binding. Cloth over boards. With dust jacket. 320 p. Contains: Illustrations. Audience: General/trade. previous owners bookplate read more
Binding: Hardcover
Publisher: Harvard Business Press
Date Published: 2003-02-21
ISBN-13:9781578518265ISBN:1578518261
Description: Very Good. Very good to excellent condition. Clean DJ with light shelfwear to edges. Clean pages. Delivery confirmation included with US orders. read more
Binding: Hardback
Publisher: McGraw-Hill Education(Harvard Business School Press)
Date Published: 2003
ISBN-13:9781578518265ISBN:1578518261
Description: BRAND NEW HARDBACK. 9.598 by 6.5 inches. (352 pages) jerry zaltman is a professor of marketing at harvard business school and a fellow at harvard university's interdisciplinary mind, brain, behavior initiative. (Hardback) read more
Binding: Hardback
Publisher: HARVARD BUSINESS SCHOOL PUBLISHING Country = UNITED STATES
Date Published: 2003
ISBN-13:9781578518265ISBN:1578518261
Description: BRAND NEW HARDBACK. 352 pages. (352 pages) 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. illustrations (Hardback) read more
Description: Very Good. 1578518261 THERE ARE A FEW PAGES WITH UNDERLINING AND DOG EARRED CORNERS. EXCELLENT CONDITION; THE BINDING AND PAGES ARE TIGHT AND CLEAN. read more
Edition: 1st edition
Binding: Hardcover
Publisher: Harvard Business Press
Date Published: 2/21/2003
ISBN-13:9781578518265ISBN:1578518261
Description: Very Good. 1578518261 No dust cover. Clean text. SATISF GNTD + SHIPS W/IN 24 HRS. Sorry, no APO deliveries. Ships in a padded envelope with free tracking. C7D. read more
Binding: Hardcover
Publisher: Harvard Business Press
Date Published: 2003-02-21
ISBN-13:9781578518265ISBN:1578518261
Description: Good. All books in Acceptable-Good condition. Books may NOT include Online Access Codes (InfoTrac, MyEconLab). Books MAY contain highliting/bent pages. We ship M-F. read more
Binding: Hardback
Publisher: Perseus Distribution Services
Date Published: 2003
ISBN-13:9781578518265ISBN:1578518261
Description: Unveiling the next source of competitive advantage for companies everywhere, an industry innovator offers a new approach to understanding how--and why--customers buy. read more
"This book about the qualitative research method. Generally, the marketing researcher easily thought that thier misunderstanding for thier customer originated from the lack of knowledge for research or the error of that. However, the basic reason of their mistake is from the fact that Customers can't know exactly what they really want. In other words, the author said that the customer behavior contains 95% of subliminary perception behavior and 5%of perceived perception behavior. Therefore, even though we succefuly conduct our research process, that means just 5% of customer's buying hehavior and it is hard to understand customer's real mind because of this reason. Therfore, the author presents a ZMET method (Zaltman Methaphor Elicitation Technique) for understing customer mind is. The most impressive sentence below implicate the whole of his mind about the customer behavior research. "What happen is facts, not true, Truth is what we think about what happens.""
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