Demand and Consumers →
- 07 Aug 2000
- Research & Ideas
Rocket Science Retailing
Retailers and e-tailers have enormous amounts of data available to them today. But to take advantage of that data they need to move toward a new kind of retailing, one that blends the instinct and intuition of traditional systems with the prowess of information technology. Closed for comment; 0 Comments.
- 22 Feb 2000
- Research & Ideas
The Mind of the Market: Extending the Frontiers of Marketing Thought
HBS Professor Gerald Zaltman makes metaphors come alive with his patented Zaltman Metaphor Elicitation Technique or ZMET, a process that draws on psychology, anthropology, neuroscience and other disciplines to delve deep into the mind of the consumer. In this interview, Zaltman talks about the imagery and inspirations behind this unusual market research tool. Closed for comment; 0 Comments.
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Cyber-Marketing: Scouting the Digital Communications Frontier
Marketers have a whole new game to learn in the digital revolution, and the greatest benefit, says HBS Professor John A. Deighton, will go to those who comprehend and embrace the new medium most quickly. But, adds Deighton, that's unlikely to be a simple task. Closed for comment; 0 Comments.