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Como piensan los consumidores (Spanish Edition), by Gerald Zaltman
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Pese a los cuantiosos recursos invertidos en investigaci�n de mercado, casi un 80% de los nuevos productos fracasan. �Por qu�? �Acaso los consumidores no saben lo que quieren?
Gerald Zaltman investiga este rompecabezas y llega a la conclusi�n de que las herramientas de las que abusa el marketing –encuestas, entrevistas y din�micas de grupo- y sus planteamientos tradicionales no consiguen profundizar lo suficiente para ayudar a los consumidores a descubrir y expresar lo que realmente quieren.
En este libro, Zaltman argumenta que un 95% de lo que pensamos se sit�a en el inconsciente. Por lo tanto, sacar a la luz los deseos de nuestros clientes nos exige que comprendamos la "mente del mercado".
Apoy�ndose en las investigaciones de disciplinas tan diversas como la neurolog�a, la sociolog�a, el an�lisis literario y la ciencia cognitiva, Zaltman se�alan c�mo interact�an la mente, el cerebro, el cuerpo y la sociedad cuando los consumidores analizan sus necesidades y eval�an los productos.
El autor demuestra c�mo las empresas l�deres "explotan la mina del inconsciente" con resultados extraordinarios y presenta herramientas y t�cnicas innovadoras que ayudan a los profesionales a:
- Formularse preguntas que apelen a la parte inconsciente del cerebro.
- Medir las reacciones del consumidor a los est�mulos de marketing y corregir sus estrategias.
- Comprender c�mo funciona su propia mente, y c�mo pueden llegar a pensar de manera m�s creativa.
La mente del mercado est� esperando a que la exploren. Aseg�rese de que sus competidores no lleguen antes.
- Sales Rank: #3190659 in Books
- Published on: 2004-03-01
- Original language: Spanish
- Dimensions: 9.25" h x 6.50" w x 1.25" l, 1.51 pounds
- Binding: Hardcover
- 400 pages
Most helpful customer reviews
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Five Stars
By Rodrigo Echeverry
Excelente libro, muy recomendado.
1 of 1 people found the following review helpful.
My master degree
By Minor Jimenez Guevara
Resulta ser mi mejor herramienta y mi mejor fuente para elaborar me trabajo de maestr�a en Neuromarketing, me dio todos los insumos y gu�a para realizarlo.
Para completar debes ir a las fuentes que cita y eso mutiplica la informaci�n y contesta todas tus dudas.
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