MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherCengage South-Western
ISBN-10158799206X
ISBN-139781587992063
eBay Product ID (ePID)6038738577
Product Key Features
Number of Pages272 Pages
LanguageEnglish
Publication NameTen Key Customer Insights : Unlocking the Mind of the Market
Publication Year2005
SubjectMarketing / General, Personal Success, Marketing / Research, Teaching Methods & Materials / General
TypeTextbook
Subject AreaEducation, Business & Economics
AuthorRobert Schieffer
FormatHardcover
Dimensions
Item Height1.3 in
Item Weight21.2 Oz
Item Length9.1 in
Item Width6.3 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2005-017708
Dewey Edition22
IllustratedYes
Dewey Decimal658.8/343
Table Of ContentIntroduction. 1. What macro trends are occurring among your customers? 2. What are customers unmet needs and how can you uncover them? 3. What are the emotional and rational reasons consumers purchase products in your category? 4. What customer segments exist and which segments represent the best targets? 5. What product perceptions do your target customers have and how can you best differentiate your products? 6. What product/service features are critical to customer purchase decisions? 7. What communication messages are most effective in persuading target customers to buy? 8. How price sensitive are your target customers? 9. How satisfied and loyal are your current customers? 10. Which new products will your target customers be buying in the future? Conclusions.
SynopsisDevelop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE MIND OF THE MARKET. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability., CUSTOMER INSIGHT will allow business professionals to develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of their target customers. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability. The author has successfully implemented programs to gain customer insight, as Marketing Research Director with the Adolph Coors Company in Golden, Colorado, and as Global Marketing Research Director at Abbott Laboratories in Chicago. The success of Abbott Laboratories has been documented in the best seller "Good to Great: Why Some Companies Make the Leap? and Others Don't," by Jim Collins. The author joined the Marketing faculty at the Kellogg School of Management in 2002.
LC Classification NumberHF5415.32.S33 2005
