Understanding Customers

Häftad, Engelska, 1997

AvChris Rice

1 049 kr

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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.

Produktinformation

Utgivningsdatum1997-02-13
Mått156 x 234 x 0 mm
Vikt600 g
FormatHäftad
SpråkEngelska
Antal sidor320
Upplaga2
FörlagTaylor & Francis Ltd
ISBN9780750623223

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Changed career to Personnel Management after originally training as an engineer. Followed by personnel experience in the engineering industry and later as Personnel Manager with Oxford University Press. Research degree awarded (in Adult Education) for work on the evaluation of training. Training conducted for many organisations including Bass, Plessey, Marks & Spencer, GPT, Lloyds/TSB, Northern Foods, Siemens. Has also been involved in setting up management education programmes in Poland, Czech Republic, Bulgaria and Zimbabwe.

A historical perspective; Perception; Ideas from economics; Marketing aspects of sociology; People in groups; Attitudes and social behaviour; The behavioural sciences - problems and methods; An introductory look at marketing research; The presentation and interpretation of data; Consumer decision making and modelling; Learning; Segmentation; Attitude change; Forecasting, change and the future; References, bibliography