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Illustrates how leading companies are "mining the unconscious" with remarkable results, and introduces innovative tools and techniques that help marketers.
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Editions
1 edition- Hardcover · English · 2003Harvard Business School Press · 352 pages · 9781578518265
Consumer behaviorPsychological aspectsConsumersPsychologyMarketingCreative thinkingConsumer behavior--psychological aspectsConsumers--psychology