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Como piensan los consumidores (Spanish Edition)By Gerald Zaltman
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Pese a los cuantiosos recursos invertidos en investigación de mercado, casi un 80% de los nuevos productos fracasan. ¿Por qué? ¿Acaso los consumidores no saben lo que quieren?
Gerald Zaltman investiga este rompecabezas y llega a la conclusión de que las herramientas de las que abusa el marketing –encuestas, entrevistas y dinámicas 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 sitúa en el inconsciente. Por lo tanto, sacar a la luz los deseos de nuestros clientes nos exige que comprendamos la "mente del mercado".
Apoyándose en las investigaciones de disciplinas tan diversas como la neurología, la sociología, el análisis literario y la ciencia cognitiva, Zaltman señalan cómo interactúan la mente, el cerebro, el cuerpo y la sociedad cuando los consumidores analizan sus necesidades y evalúan los productos.
El autor demuestra cómo las empresas líderes "explotan la mina del inconsciente" con resultados extraordinarios y presenta herramientas y técnicas innovadoras que ayudan a los profesionales a:
- Formularse preguntas que apelen a la parte inconsciente del cerebro. - Medir las reacciones del consumidor a los estímulos de marketing y corregir sus estrategias. - Comprender cómo funciona su propia mente, y cómo pueden llegar a pensar de manera más creativa.
La mente del mercado está esperando a que la exploren. Asegúrese de que sus competidores no lleguen antes.
- Amazon Sales Rank: #1781643 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
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