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How Customers Think

Essential Insights into the Mind of the Market

By Gerald Zaltman

(2)

| Hardcover | 9781578518265

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Book Description

Description

Despite the time and money spent on market research, 60% to 80% of new offerings fail. Why do consumers often say one thing to marketers--yet act differently in the market? Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buyingContinue

2 Reviews

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 years one of the message of this book (images ... (continue)

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 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.

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Marco said on Sep 25, 2009 | Add your feedback