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Title: This may be first great book of the 21st Century.
Review: Wittgenstein said: "An 'inner process' stands in need of outward criteria" (PI1,580). Well, we have it now! Lets face it! Customers are the most opaque problem we have. How do we develop, promote and sale our products in a highly aggressive and competitive world, if we do not have any insights into how customers make the choices they do. Certainly focus groups, refined listening and the staggering advances in statistical techniques have been some help. But for the most part they have added to the noise and we are no better off than our mentors who grew up in the world of mass marketing. Now we have a truly 'new' and finely tested way to know the customer. Zaltman's book is the culmination of his valuable insights and just plain, sound inter-disciplinary thinking at the Mind of the Market Lab at Harvard. If you do not read this book, you will live to regret it! This is certainly the first great marketing book of the 21st century. Get It!
