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ISBN 9781578518265 Published Feb. 2003
Harvard Business School Press
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Unveiling the next source of competitive advantage for companies everywhere, an industry innovator offers a new approach to understanding how--and why--customers buy.
From the Publisher:
Despite the time and money spent on market research through focus groups and questionnaires, 60 to 80 percent of all new products and services fail. Why do consumers often say one thing to marketers, yet do something entirely different in the market?
Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buying, 95 percent of the decision-making process takes place in the subconscious, yet traditional marketing methods barely scratch the surface of thought. In this book, Zaltman introduces a fresh way of thinking and an unusual set of tools for digging deeper into what he calls "the mind of the market" -- that complex interplay between the consumer's and the marketer's thinking that determines the commercial fate of anything new.
Building on research from neurology, sociology, biology, and others, Zaltman reveals how people really create meaning. Through eye-popping examples from his work with companies including Coca-Cola, Procter & Gamble, and Reebok, he illustrates how leading companies are transforming these new insights into products and services with unprecedented value to customers.
An illuminating look at how our minds, bodies, and surroundings interact to drive our buying decisions, this book unveils the next source of competitive advantage for companies everywhere.
Tagged: Business, Economics, Finance
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