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by Gerald Zaltman
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Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buying, 95 percent of the decision-making process takes place in the subconscious, yet traditional ... more
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Industry innovator Gerald Zaltman argues that the answer lies in how the mind works. When it comes to buying, 95 percent of the decision-making process takes place in the subconscious, yet traditional marketing methods barely scratch the surface of thought. In this book, Zaltman introduces a fresh way of thinking and an unusual set of tools for digging deeper into what he calls "the mind of the market" -- that complex interplay between the consumer's and the marketer's thinking that determines the commercial fate of anything new.
Building on research from neurology, sociology, biology, and others, Zaltman reveals how people really create meaning. Through eye-popping examples from his work with companies including Coca-Cola, Procter & Gamble, and Reebok, he illustrates how leading companies are transforming these new insights into products and services with unprecedented value to customers.
An illuminating look at how our minds, bodies, and surroundings interact to drive our buying decisions, this book unveils the next source of competitive advantage for companies everywhere.
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