How Customers Think: Essential Insights into the Mind of the Market: by Gerald Zaltman, Harvard Business School Press, February 2003, ISBN: 1578518261, $29.95, 352 pp

William A. Cook

Journal of Advertising Research, 2004, vol. 44, issue 02, pages 216-218

Abstract: Great creative people in advertising have long known the power of emotion and stories but had little compelling theory and research to validate their instincts. This new book on the interplay between the conscious and unconscious minds of consumers, marketers, and researchers provides convincing support.

Downloads: (external link)
http://journals.camb ... ct_S0021849904000145 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().