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Gerald Zaltman
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http://www.olsonzaltman.com/oza/whoRjz.html
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Founding partner of Olson Zaltman Associates, LLC, and the Joseph C. Wilson Professor of Business Administration at the Harvard Business School, since 1991. Previously, he was on the faculty of the University of Pittsburgh and Northwestern University. He also is a member of Harvard University's interdisciplinary initiative, "Mind, Brain, and Behavior. He is recognized as one of the nation's top five marketing scholars in surveys by the American Marketing Association.
Jerry developed the patented research tool known as ZMET (Zaltman Metaphor Elicitation Technique), now used by many respected corporations, including Procter & Gamble, General Mills and AT&T, to understand the mental models underlying customer and manager thinking and behavior. This work is being extended through the use of various neuro-imaging techniques to evaluate the effectiveness of marketing stimuli. Jerry also holds two patents concerning these methods.
Jerry's work is among the most frequently cited in the marketing literature. His most recent book, How Customers Think, published by the Harvard Business School Press has become an international bestseller. An earlier book, Hearing the Voice of the Customer, (with V. Barabba), Harvard Business School Press, has been translated into more than six languages. Jerry is author or co-author of fourteen books and editor or co-editor of twelve other books. He has published widely in such journals as The Journal of Marketing Research, The Journal of Marketing, The Journal of Advertising Research, Knowledge, The American Behavioral Scientist, and Industrial Marketing Management. A past President of the Association for Consumer Research, he is a current or past member of the editorial boards of numerous journals in marketing and the social sciences.
He is widely recognized for his contributions to both research and teaching. He's received the American Marketing Association's Richard D. Irwin Distinguished Marketing Educator Award in 1989, the Association for Consumer Research Distinguished Fellow Award in 1990, the Knowledge Utilization Society's Thomas J. Kiresuk Award for Excellence in Scientific Research in 1992, and the Society for Marketing Advances Distinguished Scholar Award in 2002. |
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1 book found |
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By Zaltman, Gerald
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Amazon's customers rating 
How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on
Ranking at Amazon 534006
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Harvard Business School Press
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February 2003 - Hardcover
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Customer Services
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Our price: $33.63 (list: $35)
Used from: $1.22
Information updated on 03/19/2020
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1 book found | | | |
