How Customers Think
Subtitle: Essential Insights into the Mind of the Market
Publisher: Harvard Business School Press
Published: February 21, 2003
Language: eng
Format: Hardcover
Number of pages: 352
ISBN-13: 9781578518265
Subjects: Sales & marketing; Marketing; Business/Economics; Business & Economics; Business / Economics / Finance; Psychology; Psychological aspects; Marketing - General; Advertising & Promotion; Marketing - Research; Consumer behavior; Consumers
First sentence: "AFTER YEARS OF RESEARCH and development, a consumer-goods company launches a new soft drink-only to see it dry up in the marketplace."
Description: Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.