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Understanding Customers de Chris Rice

Understanding Customers

Autor Chris Rice
en Limba Engleză Paperback – 13 feb 1997
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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Specificații

ISBN-13: 9780750623223
ISBN-10: 0750623225
Pagini: 320
Dimensiuni: 156 x 234 x 24 mm
Greutate: 0.6 kg
Ediția:2Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

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

Cuprins

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

Recenzii

'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 justify such an accolade, yet in Rice's case it is well deserved'
Ted Johns, CIM Senior Examiner, Understanding Customers

Descriere

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.