by Gerald Zaltman · Empresa Activa · tapa dura · ISBN 9788495787453
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Cómo piensan los consumidores» is Gerald Zaltman's essay on consumer behavior and marketing, published by Empresa Activa in hardcover (400 pages, in Spanish).
Gerald Zaltman argues that 95% of the thoughts influencing purchasing decisions occur in the unconscious, so traditional surveys and interviews are not enough to understand the customer. The author proposes tools based on neurology, sociology and cognitive science to access that «mind of the market», and analyzes how mind, brain, body and society interact when evaluating products.
The book belongs to the Nuevos paradigmas collection from Empresa Activa; originally published as «How Customers Think: Essential Insights into the Mind of the Market».
Aimed at marketing professionals, market research and business management interested in real consumer behavior.
Tapa dura
Gerald Zaltman is the Joseph C. Wilson Professor Emeritus at Harvard Business School and the author and editor of 20 books. His newest book is Dare to Think Differently: How Open-Mindedness Creates Exceptional Decision-Making,. Other books include the international best selling How Customers Think, and Marketing Metaphoria. In 1997 he founded the market research consulting firm Olson Zaltman Associates in partnership with Jerry C. Olson, Professor of Marketing Emeritus, Smeal College of Business at Penn State. Zaltman patented the Zaltman Metaphor Elicitation Technique, a method used to delve into the unconscious thinking that drives behavior.
