How Customers Think

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.

Auteur

Jerry Zaltman is a Professor of Marketing at Harvard Business School and a fellow at Harvard University's interdisciplinary Mind, Brain, Behavior Initiative.

Texte du rabat

Unveiling the next source of competitive advantage for companies everywhere, an industry innovator offers a new approach to understanding how--and why--customers buy.