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

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

While the book delineates the significant limits of our 'legacy techniques,' it provides an

These ideas will turn marketing and research on its heels."-William L. Therefore, unearthing your customers' desires requires you to understand the "mind of the market is waiting to be commended for his vision and creativity. His work in marketing innovation is the most intriguing and profound insights from our knowledge explosion today."-Kenneth S. Kosik, M.D., Professor of Neurology and Neuroscience, Harvard Medical School

"Finally, a practical perspective on marketing that answers the question, 'Why haven't our approaches been working all these years?' How Customers Think clearly articulates why focus groups and traditional customer surveys fail to deliver competitive advantage.

While the book delineates the significant limits of our 'legacy techniques,' it provides an equally clear action plan for delivering bankable insights.

These ideas will turn marketing and research on its heels."-William L. McComb, President, McNeil Consumer & Specialty Pharmaceuticals

"The insight that companies need multidisciplinary science to fully comprehend and act upon customer behavior should factor heavily into any business leader's strategic planning process.

Zaltman's book is invaluable to any CEO or marketing professional devoted to excellence."-Lars Pettersson, President and Chief Executive Officer, Sandvik AB
This more holistic approach opens new and superior avenues to create competitive advantages in the never-ending fight for the customer's loyalty.

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