How Customers Think: Essential Insights into the Mind of the Market @ richardeward.com

How Customers Think: Essential Insights into the Mind of the Market
by Gerald Zaltman
from Harvard Business School Press

Customer Reviews:

• Avg. Customer Rating: 4.0 / 5.0

• Warmed over goulash of random marketing findings
  This is a disjointed, rambling and under-edited compendium of topics from market research. The author swings from brand development to product development to service experience as if they were fundamentally about the same thing. The number of U.S. automotive examples in the book is truly dispiriting since last time I checked, the market share loss was continuing unabated in spite of all of these allegedly successful studies. His section on focus group usefulness is far too negative. There are far better... more info

• Marketing and Psychology cross
  This book is a great cross between a psychology book and a marketing book.
  I was interested in this book because it talks a lot about understanding how and why customers buy. Clearly no business is successful without customers.
  One challenge my company, SYNNEX, has is addressing needs of many different customers, many of which have different needs. What might be seen as essential for one customer is not even valued by another. I believe all companies are best for specific types of customer and the... more info

• Worst book Ever
  I dont know if this is a marketing book!!
  Too much text for less benefits
  Ideas are not integrated with each other specially when connecting science with Marketing
  Not too many marketing examples.
  Even the examples did not show what where the exact results of the specified theories conducted
  At the end of the book he fills it with text about creativity, oh please!!! this is supposed to be a book about marketing and how I am supposed understand customers not how to be creativemore info

• Where was the editor?
  The title holds much promise. The introduction intriguing. Yet as I trudged through this tomb, it finally dawned on me that there is much less here than the first glance promises. Two major problems: 1. The author puts forth a rather simple, yet vague theory of unconscious thinking, then discusses at length the utility of metaphors, but nowhere is the connection made between the two concepts. What is unconscious thinking that metaphors can magically make visible? What proof is there of any connection? This... more info

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