How customers think: essential insights into the mind of the market
Material type:
TextPublication details: Boston Harvard Business School Press 2003Description: xxii, 323pISBN: - 978-1-57851-826-5
- HD 28.3 .Z35 2003
| Item type | Current library | Call number | Status | Date due | Barcode | |
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HD 28.3 .Z35 2003 (Browse shelf(Opens below)) | Available | 13093 |
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| HD 28.3 .K5 2006 The ten faces of innovation: strategies for heightening creativity | HD 28.3 .K5 2006 The ten faces of innovation: strategies for heightening creativity | HD 28.3 .P57 2000 Creativity, innovation, and quality | HD 28.3 .Z35 2003 How customers think: essential insights into the mind of the market | HD 28 .33 1997 Operations Management:customer - focused principles | HD 28 .33 1997 Operations Management:customer - focused principles | HD 28.7 .B66 1995 Business basics: a study guide for degree students; organizational behaviour |
Discusses the issues that arise in marketing and states that despite the time and money spent on market research, 60% to 80% of new offerings fail. Tries to argue that the answer lies in how the mind works. Affirms that 95% of our buying decision making takes place in the subconscious mind, yet traditional marketing methods barely scratch the surface of this information gold mine. Introduces a new mindset and tools for digging deeper into what he calls the "mind of the market"--the complex interplay between consumer and marketer thinking that determines the fate of every product launch. Offers rich insights into how people really create meaning.
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