How Customers Think
Essential Insights into the Mind of the Market
Harvard Business Review Press, 2003
Category:
Sales & Marketing
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(9)In this summary you will learn
- How the unconscious mind affects marketing
- How to use that influence to improve your marketing results
- How important memory is and what its role is in marketing
- How to avoid the common myths that most marketers follow
Why you should read How Customers Think
In this thoroughly researched, documented, footnoted book, author Gerald Zaltman opens a gateway into a deep, fertile field for marketing professionals. After a thorough review of traditional marketing research techniques based on the abysmal failures of consumer surveys and focus groups, Zaltman addresses the importance of the subconscious in framing consumer attitudes and behaviors. He cites a wide variety of interdisciplinary sources, including results from biochemical research about brain function. This is definitely not a light read, but it has insight and offers great potential for dedicated, large corporation marketers who have a background in behavioral science. While the book is interesting and challenging, it is also dense and sometimes repetitive. The book explores an interesting metaphysical discussion and uses apt case studies to drive home key points, yet its practical application is open to discussion. For instance, how can marketers practically find the intersection between their subconscious and the consumer’s subconscious, as Zaltman suggests? getAbstract.com recommends this thought-provoking work to all research-oriented marketing executives.
About the Author
Gerald Zaltman is a professor of marketing at the Harvard Business School and a fellow at Harvard’s interdisciplinary Mind, Brain, Behavior Initiative. He is also co-founder of the research and consulting firm, Olson Zaltman Associates.
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