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Como piensan los consumidores [Hardcover]

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Item description for Como piensan los consumidores by Gerald Zaltman...

Pese a los cuantiosos recursos invertidos en investigacin de mercado, casi un 80% de los nuevos productos fracasan. Por qu? Acaso los consumidores no saben lo que quieren?

Gerald Zaltman investiga este rompecabezas y llega a la conclusin de que las herramientas de las que abusa el marketing --encuestas, entrevistas y dinmicas de grupo- y sus planteamientos tradicionales no consiguen profundizar lo suficiente para ayudar a los consumidores a descubrir y expresar lo que realmente quieren.

En este libro, Zaltman argumenta que un 95% de lo que pensamos se sita en el inconsciente. Por lo tanto, sacar a la luz los deseos de nuestros clientes nos exige que comprendamos la "mente del mercado".

Apoyndose en las investigaciones de disciplinas tan diversas como la neurologa, la sociologa, el anlisis literario y la ciencia cognitiva, Zaltman sealan cmo interactan la mente, el cerebro, el cuerpo y la sociedad cuando los consumidores analizan sus necesidades y evalan los productos.

El autor demuestra cmo las empresas lderes "explotan la mina del inconsciente" con resultados extraordinarios y presenta herramientas y tcnicas innovadoras que ayudan a los profesionales a:

- Formularse preguntas que apelen a la parte inconsciente del cerebro.
- Medir las reacciones del consumidor a los estmulos de marketing y corregir sus estrategias.
- Comprender cmo funciona su propia mente, y cmo pueden llegar a pensar de manera ms creativa.

La mente del mercado est esperando a que la exploren. Asegrese de que sus competidores no lleguen antes.



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Item Specifications...


Pages   400
Est. Packaging Dimensions:   Length: 1.25" Width: 6.5" Height: 9.25"
Weight:   1.5 lbs.
Binding  Hardcover
Release Date   Mar 1, 2004
Publisher   Empresa Activa
ISBN  8495787458  
ISBN13  9788495787453  


Availability  0 units.


More About Gerald Zaltman


Register your artisan biography and upload your photo! Gerald Zaltman is a Professor of Marketing at Harvard Business School and a Fellow at Harvard University's interdisciplinary Mind/Brain/Behavior Initiative. He is also Cofounder of the research and consulting firm, Olson Zaltman Associates (www.olsonzaltman.com).

Gerald Zaltman has an academic affiliation as follows - Northwestern Univ..

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Product Categories

1Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General
2Books > Subjects > Reference > Catalogs & Directories > Catalogs



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