Understanding Customers

Fülszöveg

This fully updated edition of this popular text (originally called Consumer Behaviour), will be essential reading for all those studying for the Chartered Institute of Marketing Certificate, as well as for undergraduate or Higher National students of business or marketing. It provides comprehensive coverage of all aspects of customer behaviour and the methods and techniques that are used to analyse and influence it.
The text is divided into four main sections, covering Identifying the Customer, Understanding Customer Behaviour, Investigating Customers, and Predicting and Influencing Customer Behaviour. Each chapter contains current examples and definitions, the theoretical background, issues to consider and exercises.
CHRIS RICE is Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.
The Marketing Series is one... Tovább

Fülszöveg

This fully updated edition of this popular text (originally called Consumer Behaviour), will be essential reading for all those studying for the Chartered Institute of Marketing Certificate, as well as for undergraduate or Higher National students of business or marketing. It provides comprehensive coverage of all aspects of customer behaviour and the methods and techniques that are used to analyse and influence it.
The text is divided into four main sections, covering Identifying the Customer, Understanding Customer Behaviour, Investigating Customers, and Predicting and Influencing Customer Behaviour. Each chapter contains current examples and definitions, the theoretical background, issues to consider and exercises.
CHRIS RICE is Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.
The Marketing Series is one of the most comprehensive collections of books in marketing and sales available today.
Published by Butterworth-Heinemann on behalf of The Chartered Institute • of Marketing, the Student Series fulfils the neáslÉ of those taking the Institute's certificate and diploma qualifications.
The Chartered Institute of Marketing, formed in 1911, is now the largest professional marketing management body in Europe with over 60,000 members located worldwide. Its primary objectives are focused on development of awareness and understanding of marketing throughout UK industry and commerce and on the raising of standards of professionalism in the education, training and practice of this key business discipline. Vissza