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 2, 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.

Date: 2004
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