| Relationships between providers and users of market research: The dynamics of trust within and between organizations C Moorman, G Zaltman, R Deshpande Journal of marketing research 29 (3), 314-328, 1992 | 8621 | 1992 |
| Factors affecting trust in market research relationships C Moorman, R Deshpande, G Zaltman Journal of marketing 57 (1), 81-101, 1993 | 7037 | 1993 |
| Innovations and organizations G Zaltman NY: John Wiley and Sons, 1973 | 6892 | 1973 |
| Social marketing: an approach to planned social change P Kotler, G Zaltman Journal of marketing 35 (3), 3-12, 1971 | 5740 | 1971 |
| How customers think: Essential insights into the mind of the market G Zaltman Harvard Business School Publishing, 2003 | 2500 | 2003 |
| Strategies for planned change G Zaltman Wiley, 1977 | 1849 | 1977 |
| Rethinking market research: Putting people back in G Zaltman Journal of marketing Research 34 (4), 424-437, 1997 | 1211 | 1997 |
| Seeing the voice of the customer: Metaphor-based advertising research G Zaltman, RH Coulter Journal of advertising research 35 (4), 35-51, 1995 | 1196 | 1995 |
| Factors affecting the use of market research information: A path analysis R Deshpande, G Zaltman Journal of marketing research 19 (1), 14-31, 1982 | 1011 | 1982 |
| Consumer behavior: Basic findings and management implications G Zaltman, M Wallendorf (No Title), 1979 | 929 | 1979 |
| Theory construction in marketing: Some thoughts on thinking G Zaltman, K LeMasters, M Heffring (No Title), 1982 | 761 | 1982 |
| Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers G Zaltman Harvard Business Press, 2008 | 548 | 2008 |
| Metatheory and consumer research G Zaltman, CRA Pinson, R Angelmar Holt, Rinehart and Winston, 1973 | 493 | 1973 |
| Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique RA Coulter, G Zaltman, KS Coulter Journal of advertising 30 (4), 1-21, 2001 | 472 | 2001 |
| A theories-in-use approach to building marketing theory VA Zeithaml, BJ Jaworski, AK Kohli, KR Tuli, W Ulaga, G Zaltman Journal of Marketing 84 (1), 32-51, 2020 | 424 | 2020 |
| Neuroimaging as a marketing tool G Zaltman, SM Kosslyn US Patent 6,099,319, 2000 | 353 | 2000 |
| Hearing the voice of the market: Competitive advantage through creative use of market information V Barabba Harvard Business School Press, 1991 | 348 | 1991 |
| Dynamic educational change: Models, strategies, tactics, and management G Zaltman Free Press, 1977 | 339 | 1977 |
| Marketing research: Fundamentals and dynamics G Zaltman, P Burger (No Title), 1975 | 318 | 1975 |
| Influence strategies in buying centers R Venkatesh, AK Kohli, G Zaltman Journal of Marketing 59 (4), 71-82, 1995 | 313 | 1995 |
