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How Customers Think
Despite the time and money spent on market research, 60% to 80% of new offerings fail.
NEURO MARKETING THE SCIENCE OF INFLUENCING
In an era in which the decisions that customers make are influenced by a variety of complex psychological and emotional factors, the area of neuromarketing, which results from the combination of neuroscience and marketing, has emerged as a transformative field. Marketers are able to develop campaigns that are more engaging and powerful as a result of the convergence of these professions, which provides a profound grasp of the complexities of human behavior and decision-making. The purpose of this book is to shed light on the intricate interaction that exists between neuroscience and marketing. The purpose of this article is to provide foundational facts as well as practical ideas regarding h...
Legends in Marketing: Gerald Zaltman
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This eleventh set in the series, consisting of five volumes, is a tribute to Gerald Zaltman. Professor Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School, Massachusetts, and a founding partner in Olson Zaltman Associates, a market research ...
The Invention of Technological Innovation
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Arial} This timely book provides an intellectual and conceptual history of a key representation of innovation: technological innovation. Tracing the history of the discourses of scholars, practitioners and policy-makers, and exploring how and why innovation became defined as technological, Benoît Godin studies the emergence of the term, its meaning, and its transformation and use over time.
A Handbook
Focuses on the status of market research as practiced in transit agencies and identifies major market issues confronting them. The handbook also evaluates market research strategies appropriate for transit and provides guidance to integrate and institutionalize market research into decision-making processes of transit agencies. Finally, it examines some institutional barriers that limit the use of market research.
Zaltman Metaphor Elicitation Technique
Dive deep into the transformative power of metaphors in understanding consumer behavior with Zaltman Metaphor Elicitation Technique by Gerald Zaltman. This pioneering work unveils the groundbreaking technique that revolutionized market research, enabling marketers to uncover subconscious thoughts and emotions driving consumer decisions. By exploring the intricate layers of metaphor, Zaltman demonstrates how to elicit insights that traditional methods often overlook, offering a pathway to truly connect with audiences. Whether you're a marketing professional seeking innovative tools, an academic exploring consumer psychology, or a business leader aiming to align your strategies with customer needs, this book provides an indispensable framework for meaningful engagement. Rich with case studies and practical applications, it's a must-read for anyone aiming to elevate their marketing research capabilities. Discover the intersection of science and creativity in marketing and unlock the potential of deeper consumer connections.
Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Within the past decade, marketing has experienced three major challenges: generation gap, prosperity polarization, and digital divide. The disconnect between older corporate executives and their younger managers and customers has proven to be a significant challenge. Digitalization brings fear of the unknown with the threats of job loss and privacy concerns. However, it also brings the promise of exponential growth and better living for humanity. Businesses must break the divide to ensure that technological advancement will move forward and not be welcomed with resentment. Developing Relationships, Personalization, and Data Herald in Marketing 5.0 contrasts the advantages and disadvantages of modern marketing over traditional marketing and focuses on identifying how companies and society can be benefited by the technological advancement of marketing. Covering topics such as customer engagement, neuromarketing, and review rating prediction, this premier reference source is an essential resource for business leaders, marketing professionals, students and educators of higher education, university libraries, researchers, and academicians.
Dare to Think Differently
Professor Gerald Zaltman's pioneering research methods for understanding the unconscious desires of customers are used by companies around the world. Dare to Think Differently uses the same groundbreaking methods to explain the deep and innovative thinking used by highly successful executives. Reflecting emerging viewpoints in neuroscience, Zaltman contends that multiple forces, not just a brain, collaborate to produce a mind. All thought is capable of being unconscious, yet only a small portion ever becomes conscious. Highly effective decision-makers are able and willing to go beyond their conscious thinking and surface powerful, creative, unconscious thoughts and feelings. They candidly as...
Customer Visits: Building a Better Market Focus
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
Marketing Theory
Explore a fresh perspective on marketing with Gerald Zaltman's Marketing Theory. This insightful book challenges conventional approaches and introduces groundbreaking concepts that redefine how businesses and academics approach marketing. Zaltman delves into the psychology of consumer behavior, the role of narratives, and the interplay of societal values in shaping markets. By bridging theory and practice, the book offers a deeper understanding of the strategic foundations of marketing. Readers will appreciate the thought-provoking discussions and real-world applications that make complex theories accessible and actionable. Zaltman's innovative frameworks encourage critical thinking and help develop a more nuanced approach to tackling modern marketing challenges. From understanding consumer motivations to creating impactful campaigns, this book equips you with tools to think differently and drive meaningful results. Whether you're revisiting classic theories or exploring new ideas, Marketing Theory is an essential resource for anyone looking to stay ahead in an ever-changing marketplace.
