How Customers Think: Essential Insights into the Mind of the Market (Hardcover)

Gerald Zaltman

  • 出版商: Harvard Business Sch
  • 出版日期: 2003-02-01
  • 定價: $1,050
  • 售價: 2.8$299
  • 語言: 英文
  • 頁數: 323
  • 裝訂: Hardcover
  • ISBN: 1578518261
  • ISBN-13: 9781578518265
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨(限量) (庫存=4)

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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 buying, 95% of our decision making takes place in the subconscious mind, yet traditional marketing methods barely scratch the surface of this information gold mine. Zaltman 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. Building on research from disciplines including neurology, sociology, and cognitive science, Zaltman offers rich insights into how people really create meaning. Through compelling examples from his work with Coca-Cola, Procter & Gamble, General Motors, and others, he illustrates how leading companies are transforming this new knowledge into unprecedented value for customers. An intriguing look at how the mind, body, and environment interact to drive our buying decisions, this book opens the door to the next source of competitive advantage.

 

商品描述(中文翻譯)

描述

儘管在市場研究上花費了大量時間和金錢,但新產品的成功率只有60%到80%。為什麼消費者在對營銷人員說一回事,卻在市場上表現出不同的行為?行業創新者杰拉爾德·薩爾特曼認為答案在於思維方式。當涉及購買時,我們95%的決策是在潛意識中進行的,然而傳統的營銷方法只是表面上觸及到這個信息寶庫。薩爾特曼介紹了一種新的思維方式和工具,用於更深入地研究他所稱之為“市場思維”的複雜互動,即消費者和營銷人員思維之間的相互作用,這決定了每個產品推出的命運。薩爾特曼基於神經學、社會學和認知科學等學科的研究,提供了關於人們如何創造意義的豐富見解。通過他與可口可樂、寶潔公司、通用汽車等公司的合作案例,他說明了領先企業如何將這一新知識轉化為為客戶創造前所未有的價值。這本書引人入勝地探討了思想、身體和環境如何相互作用來推動我們的購買決策,為下一個競爭優勢打開了大門。