Understanding Customers

2. New Auflage 1997
ISBN: 978-0-7506-2322-3
Verlag: Taylor & Francis Ltd

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 473 g

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.

Zielgruppe

CIM Certificate students; IPM, DMS, IPS students taking papers in consumer behaviour; undergraduate (BABS) students taking organizational behaviour options.<br>

Autoren/Hrsg.

Rice, Chris

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Sozialwissenschaften Psychologie Psychologie / Allgemeines & Theorie Psychologie: Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Chris Rice