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Understanding Customers de Chris Rice

Understanding Customers

Autor Chris Rice
en Limba Engleză Hardback – 28 iul 2017
This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations. Each chapter of Understanding Customers consists of: learning objectives and definitions the theoretical background exercises issues to consider current examples implications for marketing recent examination questions. Chris Rice isSenior 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.
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Specificații

ISBN-13: 9781138440937
ISBN-10: 1138440930
Pagini: 320
Dimensiuni: 156 x 234 mm
Greutate: 0.61 kg
Ediția:2
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Recenzii

'It is even more comprehensive than before, yet remains firmly focused on the instrumental demands of students. It can be picked up voluntarily and read for pleasure. Few technical publications justify such an accolade, yet in Rice's case it is well deserved'
Ted Johns, CIM Senior Examiner, Understanding Customers

Cuprins

Part 1 Identifying the Customer; Chapter 1 ‘Marketing, management, customers, competitive advantage and the meaning of life!’; Chapter 2 ‘There’s more to this than meets the eye…!’; Part 2 Understanding Customer Behaviour; Chapter 3 ‘What I need is a one-armed economist…’; Chapter 4 ‘So you want to be a social climber?’; Chapter 5 ‘Here we go, here we go, here we go…’; Chapter 6 ‘That’s all I need – a customer with attitude…’; Part 3 Part Three Investigating Customers; Chapter 7 ‘There’s nowt so strange as folk…’; Chapter 8 ‘Excuse me, could I ask you a few questions…?’; Chapter 9 ‘What do you mean – I’m about average…?’; Part 4 Predicting and Influencing Customer Behaviour; Chapter 10 ‘Whatever made you buy that?’; Chapter 11 ‘Teach me tonight…’; Chapter 12 ‘Segments? – I don’t even like grapefruit!’; Chapter 13 ‘So how can we make it work…?’; Chapter 14 ‘Pass me my crystal ball…’;

Descriere

Aimed at the Understanding Customers Certificate CIM paper, this book is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations. Each chapter consists of: learning objectives and definitions; the theoretical background; exercises; issues to consider; and more.