Why expensive marketing research leads to a failure to launch new products on the market? How do we reach the subconscious level to our clients? How do we design our message to our customers daily life? Professor Gerald Zaltman talks about the marketing successes of major companies such as Coca Cola, P & G and others while working with them as a consultant.

Language: English;
Number of Pages: 352;
Publishing house: Harvard Business Review Press;
Weight: 721 grams;
ISBN: 1578518261;
Year of issue: 2011;

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