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How Customers Think: Essential Insights into the Mind of the Market

How Customers Think: Essential Insights into the Mind of the Market
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Manufacturer: Harvard Business School Press
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Additional How Customers Think: Essential Insights into the Mind of the Market Information

A New Approach to Understanding How-and Why-Customers Buy

Despite the resources spent on market research, nearly 80 percent of new offerings fail. The pattern is predictable: Customers say they want something, companies create it, and once it's available, customers don't buy it.

Why? Why?

Is it because customers just don't know what they want? Gerald Zaltman sorts through this puzzle and concludes that, at some level, customers do know, but marketing's most overused tools-surveys, questionnaires, and focus groups-and conventional thinking don't dig deeply enough to help them discover and express it.

In this mind-opening book, Zaltman argues that 95 percent of thinking happens in our unconscious.

The pattern is predictable: Customers say they want something, companies create it, and once it's available, customers don't buy it.

Why? Why? Is it because customers just don't know what they want?

Gerald Zaltman sorts through this puzzle and concludes that, at some level, customers do know, but marketing's most overused tools-surveys, questionnaires, and focus groups-and conventional thinking don't dig deeply enough to help them discover and express it.

In this mind-opening book, Zaltman argues that 95 percent of new offerings fail. Zaltman lucidly plucks some of the most intriguing and profound insights from our knowledge explosion today."-Kenneth S.

BACK JACKET: "If you read this book carefully and actively, then you will never approach the disciplines of consumer behavior or market intelligence the same way again."-Anil Menon, Vice President, Worldwide Market Intelligence & Brand Strategy, IBM Corporation

"This book is invaluable to any CEO or marketing professional devoted to excellence."-Lars Pettersson, President and Chief Executive Officer, Sandvik AB
Make sure your competitors don't get there first.

 

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