Chris Rice

Understanding Customers

• Gebundenes Buch

Produktbeschreibung

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 organisations. Each chapter consists of: learning objectives and definitions; the theoretical background; exercises; issues to consider; and more.

Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 326
• Erscheinungstermin: 28. Juli 2017
• Englisch
• Abmessung: 240mm x 161mm x 22mm
• Gewicht: 655g
• ISBN-13: 9781138440937
• ISBN-10: 1138440930
• Artikelnr.: 57046799

Autorenporträt

Chris Rice

Inhaltsangabe

Part 1 Identifying the Customer
Chapter 1 'Marketing, management, customers, competitive advantage and the meaning of life!'
Chapter 2 'There's more to this than meets the eye...!'
Part 2 Understanding Customer Behaviour
Chapter 3 'What I need is a one-armed economist...'
Chapter 4 'So you want to be a social climber?'
Chapter 5 'Here we go, here we go, here we go...'
Chapter 6 'That's all I need - a customer with attitude...'
Part 3 Part Three Investigating Customers
Chapter 7 'There's nowt so strange as folk...'
Chapter 8 'Excuse me, could I ask you a few questions...?'
Chapter 9 'What do you mean - I'm about average...?'
Part 4 Predicting and Influencing Customer Behaviour
Chapter 10 'Whatever made you buy that?'
Chapter 11 'Teach me tonight...'
Chapter 12 'Segments? - I don't even like grapefruit!'
Chapter 13 'So how can we make it work...?'
Chapter 14 'Pass me my crystal ball...'