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. Annotation (c) Book News, Inc., Portland, OR (booknews.com)
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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 few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
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