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Understanding customers

Author: Chris Rice; Chartered Institute of Marketing.
Publisher: Oxford ; Boston : Butterworth-Heinemann, 1997.
Series: Marketing series (London, England)., Student.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Summary:
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 *  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Rice, Chris.
Understanding customers.
Oxford ; Boston : Butterworth-Heinemann, 1997
(DLC) 97152232
(OCoLC)36617240
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Chris Rice; Chartered Institute of Marketing.
ISBN: 9780750623223 0750623225 9780080938349 0080938345 9786612541070 6612541075
OCLC Number: 474955984
Notes: Revised edition of: Consumer behaviour : behavioural aspects of marketing. 1993.
"Published on behalf of the Chartered Institute of Marketing."
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL
Description: 1 online resource (vi, 312 pages) : illustrations.
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: 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.
Series Title: Marketing series (London, England)., Student.
Responsibility: Chris Rice.
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Abstract:

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  Read more...

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'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 Read more...

 
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