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Ten key customer insights : unlocking the mind of the market

Author: Robert Schieffer
Publisher: Mason, OH : Thomson, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"Marketing books only briefly cover techniques to gain customer insight, while marketing research texts focus on statistical and analytical tools, with only passing comment on their utilization in marketing decision-making. Robert Schieffer has turned this paradigm on its side, by focusing on ten key customer insights that he has personally helped firms gain and by describing the key marketing tools and techniques  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Robert Schieffer
ISBN: 158799206X 9781587992063
OCLC Number: 60767006
Description: xxii, 250 pages : illustrations ; 24 cm
Contents: 1. Macro trends --
2. Unmet needs --
3. Emotional and rational motivations --
4. Segmentation and targeting --
5. Perceptions and differentiation --
6. Critical features --
7. Marketing communications --
8. Price sensitivity --
9. Satisfaction and loyalty --
10. New products.
Responsibility: Robert Schieffer.
More information:

Abstract:

"Marketing books only briefly cover techniques to gain customer insight, while marketing research texts focus on statistical and analytical tools, with only passing comment on their utilization in marketing decision-making. Robert Schieffer has turned this paradigm on its side, by focusing on ten key customer insights that he has personally helped firms gain and by describing the key marketing tools and techniques that marketing experts use to glean these insights." "Ten Key Customer Insights allows 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 the market, increase the productivity of their marketing efforts, and increase their profitability."--Jacket.

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