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Index
Cover Page
Title Page
Copyright Page
Contents
Dedication
Foreword by Kevin Hogan
Overture The moment of truth
1 Understanding the Unconscious Mind Why we buy what we do but can’t explain it
2 Reading Consumers Insights into the unconscious mind
3 The Consumer in Context Environmental influences
4 What Consumers Do Studying behavior
5 The Irrelevant Consumer Questioning questions
6 Relevant Answers Questions worth asking
7 Understanding the Crowd Focusing on focus groups
8 Consumer Futurology Influencing innovation
9 Gaining an Edge Beyond market research
Epilogue
Notes
Index
Acknowledgments
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