MARC details
000 -LEADER |
fixed length control field |
02152cam a22003614a 4500 |
FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
020722s2003 maua b 001 0 eng |
LIBRARY OF CONGRESS CONTROL NUMBER |
LC control number |
2002011666 |
INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
1578518261 (alk. paper) |
CATALOGING SOURCE |
Original cataloging agency |
DLC |
Transcribing agency |
DLC |
Modifying agency |
DLC |
-- |
ICrlF |
AUTHENTICATION CODE |
Authentication code |
pcc |
LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5415.32 |
Item number |
.Z35 2003 |
DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
658.8/342 |
Edition information |
22 |
DATE AND TIME OF LATEST TRANSACTION |
control field |
20170126093047.0 |
CONTROL NUMBER |
control field |
18095 |
CONTROL NUMBER IDENTIFIER |
control field |
UOWD |
MAIN ENTRY--PERSONAL NAME |
Personal name |
Zaltman, Gerald. |
TITLE STATEMENT |
Title |
How customers think : |
Remainder of title |
essential insights into the mind of the market / |
Statement of responsibility, etc. |
Gerald Zaltman. |
PUBLICATION, DISTRIBUTION, ETC. |
Place of publication, distribution, etc. |
Boston : |
Name of publisher, distributor, etc. |
Harvard Business School Press, |
Date of publication, distribution, etc. |
c2003. |
PHYSICAL DESCRIPTION |
Extent |
xxii, 323 p. : |
Other physical details |
ill ; |
Dimensions |
25 cm. |
BIBLIOGRAPHY, ETC. NOTE |
Bibliography, etc. note |
Includes bibliographical references (p. 291-310) and index. |
FORMATTED CONTENTS NOTE |
Formatted contents note |
Part I : Preparing for an expedition -- A voyage from the familiar -- A voyage to new frontiers -- Part II : Understanding the mind of the market -- Illuminating the mind : consumers' cognitive unconscious -- Interviewing the mind/brain : Metaphor elicitation : appendix -- Interviewing the mind/brain : Response latency and neuroimaging -- Come to think of it -- Reading the mind of the market : using consensus maps -- Memory's fragile power -- Memory, metaphor, and stories -- Stories and brands -- Part III : Thinking differently and deeply -- Crowbars for creative thinking -- Quality questions beget quality answers -- Launching a new mind-set. |
SUMMARY, ETC. |
Summary, etc. |
Presents an examination of consumer buying that suggests market research is generally wrong, positing that a complex system of unconscious desires motivate people to buy, and using neurology, sociology, literary analysis, and cognitive science to formulate a theory to measure consumer reactions to marketing stimuli. |
TARGET AUDIENCE NOTE |
Target audience note |
Adult |
Source |
Follett Library Resources. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Consumer behavior |
General subdivision |
Psychological aspects. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Consumers |
General subdivision |
Psychology. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Marketing |
General subdivision |
Psychological aspects. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Creative thinking. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Consumers |
General subdivision |
Psychological aspects. |
Source of heading or term |
sears. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Consumers |
General subdivision |
Psychology. |
Source of heading or term |
sears. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Marketing |
General subdivision |
Psychological aspects. |
Source of heading or term |
sears. |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Creative thinking. |
Source of heading or term |
sears. |
ADDED ENTRY ELEMENTS (KOHA) |
Koha item type |
REGULAR |