How to unlock the hidden 95% of the customer’s mind that traditional marketing methods have never reached. Selling Points Practical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, ...
guistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools—metaphor elicitation, response latency, and implicit association techniques, to name a few—that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
Read it three times, and studied the Italian version. The first time it amazed me, because it's a kind of visionary approach, I mean: it isn't new that everybody's to speak the same language, it's Zaltman's how-to that sounds good.After some yearsRead it three times, and studied the Italian version. The first time it amazed me, because it's a kind of visionary approach, I mean: it isn't new that everybody's to speak the same language, it's Zaltman's how-to that sounds good. After some years one of the message of this book (images & subconscious more than words while marketing) is in my opinion still rolling but it sounds still a little bit mystical: I believe that economic downturns make people more rational and skeptical hence there is less space for "magic"-until the next uprising-. At the end of the day this book has still something to say and in my opinion its message could be powerful also outside marketing stuff....Continua Nascondi