Understanding Customers
eBook - ePub

Understanding Customers

  1. 414 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Understanding Customers

About this book

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 is Senior 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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Yes, you can access Understanding Customers by Chris Rice in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2010
eBook ISBN
9781136351662
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword
  6. Preface
  7. PART I. Identifying the Customer
  8. 1. ‘Marketing, management, customers, competitive advantage and the meaning of life!’: A historical perspective
  9. 2. ‘There’s more to this than meets the eye…!’: Perception
  10. PART II. Understanding Customer Behaviour
  11. 3. ‘What I need is a one-armed economist…’: Ideas from economics
  12. 4. ‘So you want to be a social climber?’: Marketing aspects of sociology
  13. 5. ‘Here we go, here we go, here we go…’: People in groups
  14. 6. ‘That’s all I need – a customer with attitude…’: Attitudes and social behaviour
  15. PART III. Part Three Investigating Customers
  16. 7. ‘There’s nowt so strange as folk…’: The behavioural sciences – problems and methods
  17. 8. ‘Excuse me, could I ask you a few questions…?’: An introductory look at marketing research
  18. 9. ‘What do you mean – I’m about average…?’: The presentation and interpretation of data
  19. PART IV. Predicting and Influencing Customer Behaviour
  20. 10. ‘Whatever made you buy that?’: Consumer decision making and modelling
  21. 11. ‘Teach me tonight…’: Learning
  22. 12. ‘Segments? – I don’t even like grapefruit!’: Segmentation
  23. 13. ‘So how can we make it work…?’: Attitude change
  24. 14. ‘Pass me my crystal ball…’: Forecasting, change and the future
  25. References, bibliography and further reading
  26. Index