How customers think essential insights into the mind of the market
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Boston, Mass. :
Harvard Business School Press
2003.
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991005009769708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- A voyage from the familiar
- A voyage to new frontiers
- Illuminating the mind : consumers' cognitive unconscious
- Interviewing the mind/brain. pt. a: Metaphor elicitation : appendix
- Interviewing the mind/brain, ptn b: Latency response and neuroimaging
- Come to think of it
- Reading the mind of the market : using consensus maps
- Memory's fragile power
- Metaphors, memory, and stories
- Stories, brand, and identity
- Crowbars for creative thinking
- Quality questions beget quality answers
- Launching a new mind-set.
