Background Note | HBS Case Collection | March 1997

Note on Customer Behavior

by Gerald Zaltman


A review of selected key concepts that are useful for understanding customers. The importance of understanding customers is also discussed, along with a short description of new frontiers in the study of customer behavior.

Keywords: Knowledge; Marketing; Consumer Behavior;


Zaltman, Gerald. "Note on Customer Behavior." Harvard Business School Background Note 597-057, March 1997.