Understanding customers
著者
書誌事項
Understanding customers
（The Marketing series, . Student）
Butterworth-Heinemann, 1997
2nd ed
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注記
First published as: Consumer behaviour, 1993
"Published on behalf of the Chartered Institute of Marketing" -- t.p
Includes bibliographical references (p. [307]-308) and index
内容説明・目次
内容説明
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.
目次
- 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
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