How costumers think: essential insights into the mind of the market - Zaltman, Gerald (Massachusetts: Harvard Business schol Pres Boston, 2003)
A voyage from the familiar. A voyage the new frontiers. Illuminating the mind. Interviewing the mind/brain.Co Memory, metaphor, and me to think of it. Reading the mind of the market. Memory's fragile power. Memory, metaphor, and stories.Stories and brands. Crowbars for creative thinking. Quality questions beget quality answers. Launching a new mind-set.