HOW CUSTOMERS THINK - ESSENTIAL INSIGHTS INTO THE MIND OF THE MARKET
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Sinopse
Zaltman (business administration, Harvard Business School) draws upon such diverse disciplines as business theory, literary analysis, cognitive science, and sociology to explain how customers make buying decisions. Aimed at marketing professionals, the text describes ways to develop research questions that speak to the unconscious brain, accurately measure consumer reactions to marketing stimuli, and instill meaningful metaphoric images in brand communications.
Ficha técnica
- Código de barras:
- 9781578518265
- Dimensões:
- 1.00cm x 16.00cm x 23.00cm
- Edição:
- 1ª EDIÇÃO - 2003
- Editora:
- HARVARD BUSINESS SCHOOL PRESS
- ISBN:
- 9781578518265
- ISBN13:
- 9781578518265
- Número de páginas:
- 352
- Peso:
- 393 gramas