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- 2022
- Article
Open or Closed? Your Mind, Your Decision!
By: Gerald Zaltman
The marketing profession faces challenging times. The shelf life for decisions and the half-life of the knowledge used, are becoming shorter and shorter while the problems addressed are becoming messier. Fortunately, the emergence of what I call the “prosthetic age” is... View Details
- June 2020
- Teaching Note
Understanding the Brand Equity of Nestlé Crunch Bar
By: Jill Avery and Gerald Zaltman
Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the... View Details
- Article
A Theories-in-Use Approach to Building Marketing Theory
By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
- 2019
- Chapter
Daring to Understand and Change Thinking
By: G. Zaltman
Jagdish Sheth's many outstanding qualities and contributions to management and society in general share a common theme. He dares to think deeply and challenges his own and others' thoughts. The larger lesson he provides, and the focus of this essay, is the need for... View Details
- 2018
- Book
Unlocked: Keys to Improve Your Thinking
By: Gerald Zaltman
What’s the best way to change your life? Change how you think, says marketing guru Gerald Zaltman. While most of us are accustomed to self-improvement via physical exercise or dieting, we often overlook our most powerful tool for effecting change: our own thoughts.... View Details
- Article
Barriers to Advancing the Science and Practice of Marketing
By: Andrew Scott Baron, G. Zaltman and Jerry Olson
- Article
Toward a New Marketing Science for Hospitality Managers
By: G. Zaltman, Jerry Olson and James Forr
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
- 2006
- Chapter
What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?
By: Lindsay H. Zaltman and Gerald Zaltman
- Article
Memory Change: An Intimate Measure of Persuasion
By: Kathryn A. Braun-Latour and Gerald Zaltman
- November 2005
- Article
A Behavioral Window on the Mind of the Market: An Application of the Response Time Paradigm
By: Fred W. Mast and Gerald Zaltman
- 2004
- Chapter
Rooting Marketing Strategy in Human Universals
By: Luc Wathieu, Yu Ivory Liu and Gerald Zaltman
- 2002
- Other Unpublished Work
These Caterpillars Foreshadow Great Butterflies
By: Luc Wathieu and Gerald Zaltman
- October 2001 (Revised March 2002)
- Background Note
Implicit Predictors of Consumer Behavior
By: Gerald Zaltman, Nancy Puccinelli, Kathryn A. Braun and Fred W Mast PHD
An important distinction is drawn in psychology between explicit and implicit knowledge. Explicit knowledge refers to consciously held beliefs about an individual or object that often draws on the remembering of experiences in the past. In contrast, implicit knowledge... View Details