The Customer Learning Curve: Creating Profits from Marketing Chaos / Edition 1

The Customer Learning Curve: Creating Profits from Marketing Chaos / Edition 1

by Karl Hellman, Ardis Burst
     
 

ISBN-10: 0324226675

ISBN-13: 9780324226676

Pub. Date: 11/14/2003

Publisher: Cengage Learning

Offering an integrated model for understanding customer behavior, Hellman and Burst (consultants) examine various aspects of selling a product or service. Emphasizing the customer's perspective, chapters focus on elements such as customer need, customer awareness, access, motivation, pricing, learning to use the product, the experience of value, loyalty, and profit.

Overview

Offering an integrated model for understanding customer behavior, Hellman and Burst (consultants) examine various aspects of selling a product or service. Emphasizing the customer's perspective, chapters focus on elements such as customer need, customer awareness, access, motivation, pricing, learning to use the product, the experience of value, loyalty, and profit. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780324226676
Publisher:
Cengage Learning
Publication date:
11/14/2003
Edition description:
New Edition
Pages:
224
Product dimensions:
5.90(w) x 9.10(h) x 0.70(d)

Table of Contents

1. Marketing Chaos, and What to Do About It 2. Who Needs What Your Company Sells? 3. Who Is Aware of Your Offering and Its Benefits 4. Who Can Access Your Product or Service 5. Are Your Customers Motivated? 6. What Influences Purchase? Pricing and Selling Your Product or Service 7. Who Learns How to Use Your Product or Service? 8. Do Your Customers Experience Value? 9. Are You Creating Loyal Users? 10. How to Create Profits from Marketing Chaos References Index

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