How customer think: essential insights into the mind of the market

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How customer think: essential insights into the mind of the market

large vision and practical application go hand-in-hand for Zaltman. He may caution - Personal Name;

From Publishers WeeklyrnHarvard Business School professor Zaltman notes that despite enormous amounts of time and money dedicated to customer surveys and marketing, approximately 80% of all new products fail within six months or fall significantly short of their profit forecast. This shouldn't be surprising, he convincingly argues, since a great mismatch exists between the way consumers experience and think about their world and the methods marketers use to collect this information." He calls for creative questioning that probes the unconscious values underlying consumers' reactions to products and marketing campaigns. Drawing on an impressive array of recent multidisciplinary research

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Series Title: -
Call Number: 658.8342 ZAL h
Publisher: Boston : Harvard Business School., 2002
Collation: -
Language: English
ISBN/ISSN: 1 57851 826 1
Classification: -
Content Type: -
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Edition: -
Subject(s): rather abstractly
Specific Detail Info: -
Statement of Responsibility: metaphor and storytelling in customers' decision making and the ways marketers might use these findings. Marketers worried about the scale and complexity of the surveys Zaltman advocates will breathe

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