How Customers Think

Essential Insights into the Mind of the Market

Gerald Zaltman

346 pages, parution le 14/02/2003

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Résumé

Despite the time and money spent on market research, 60% to 80% of new offerings fail. Why do consumers often say one thing to marketers--yet act differently in the market? Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buying, 95% of our decision making takes place in the subconscious mind, yet traditional marketing methods barely scratch the surface of this information gold mine. Zaltman introduces a new mindset and tools for digging deeper into what he calls the "mind of the market"--the complex interplay between consumer and marketer thinking that determines the fate of every product launch. Building on research from disciplines including neurology, sociology, and cognitive science, Zaltman offers rich insights into how people really create meaning. Through compelling examples from his work with Coca-Cola, Procter & Gamble, General Motors, and others, he illustrates how leading companies are transforming this new knowledge into unprecedented value for customers. An intriguing look at how the mind, body, and environment interact to drive our buying decisions, this book opens the door to the next source of competitive advantage.

Contents

Part I Preparing for an Expedition

A Voyage from the Familiar
A Voyage to New Frontiers

Part II Understanding the Mind of the Market

Illuminating the Mind
Interviewing the Mind/Brain
Interviewing the Mind/Brain
Come to Think of It
Reading the Mind of the Market
Memory's Fragile Power
Memory, Metaphor, and Stories
Stories and Brands

Part III Thinking Differently and Deeply

Crowbars for Creative Thinking
Quality Questions Beget Quality Answers
Launching a New Mind-Set

L'auteur - Gerald Zaltman

Gerald Zaltman est professeur de marketing à la Harvard Business School et est associé d'une société d'études et de conseil, Oison Zaltman Associates. Il a également présidé l'Association for Consumer Research. Il compte parmi ses clients Procter & Gamble, Coca-Cola, General Mills et AT&T.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Gerald Zaltman
Parution	14/02/2003
Nb. de pages	346
Format	16 x 24
Couverture	Relié
Poids	695g
Intérieur	Noir et Blanc
EAN13	9781578518265
ISBN13	978-1-57851-826-5