How Customers Think: Essential Insights into the Mind of the Market

Additional How Customers Think: Essential Insights into the Mind of the Market Information

Despite the resources spent on market research, nearly 80 percent of thinking happens in our unconscious.

Therefore, unearthing your customers' desires requires you to understand the "mind of the market," that dynamic interplay between the consumers' and the marketers' thoughts that determines the outcome of every buying decision.

Building on research from disciplines as diverse as neurology, sociology, literary analysis, and cognitive science, Zaltman offers rich insights into what happens within the complex system of mind, brain, body, and society as consumers contemplate their needs and evaluate products.

While the book delineates the significant limits of our 'legacy techniques,' it provides an equally clear action plan for delivering bankable insights.

While the book delineates the significant limits of our 'legacy techniques,' it provides an equally clear action plan for delivering bankable insights. Zaltman is to be explored. Zaltman's book is invaluable to any CEO or marketing professional devoted to excellence."-Lars Pettersson, President and Chief Executive Officer, Sandvik AB
Make sure your competitors don't get there first. Zaltman is to be commended for his vision and creativity.

His work in marketing innovation is the most significant to come along in some time."-Robert S. Scalea, Chief Strategy Officer, J.

Walter Thompson, North America

"How Customers Think clearly articulates why focus groups and traditional customer surveys fail to deliver competitive advantage. Zaltman's book is an enlightening convergence of business theory, case study analysis, brain science, and human nature. Zaltman is to be commended for his vision and creativity.

Therefore, unearthing your customers' desires requires you to understand the "mind of the most significant to come along in some time."-Robert S. Zaltman's book is an enlightening convergence of business theory, case study analysis, brain science, and human nature. Zaltman is to be commended for his vision and creativity.

BACK JACKET: "If you read this book carefully and actively, then you will never approach the disciplines of consumer behavior or market intelligence the same way again."-Anil Menon, Vice President, Worldwide Market Intelligence & Brand Strategy, IBM Corporation

"This book is invaluable to any CEO or marketing professional devoted to excellence."-Lars Pettersson, President and Chief Executive Officer, Sandvik AB
Make sure your competitors don't get there first.

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