Customer Visits: Building a Better Market Focus / Edition 2

Customer Visits: Building a Better Market Focus / Edition 2

by Edward F. (Francis) McQuarrie
     
 

The Second Edition of Customer Visits offers a complete guide to all aspects of planning and executing a programme of visits to customers by individual managers and cross-functional teams.

Features new to this edition include: expanded coverage of ad hoc results; more examples of good and bad procedures; expanded section on how to

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Overview

The Second Edition of Customer Visits offers a complete guide to all aspects of planning and executing a programme of visits to customers by individual managers and cross-functional teams.

Features new to this edition include: expanded coverage of ad hoc results; more examples of good and bad procedures; expanded section on how to analyze visit data; expanded coverage of kinds of questions to be asked of customers; and better integration with other market research tools. Customer Visits offers a wealth of specific advice, and shows how customer visits can assist new product development and the improvement of customer satisfaction.

Product Details

ISBN-13:
9780761908845
Publisher:
SAGE Publications
Publication date:
04/02/1998
Edition description:
Second Edition
Pages:
264
Product dimensions:
6.00(w) x 8.66(h) x 0.66(d)

Table of Contents

Acknowledgments
Introduction
1The Contribution of Customer Visits to a Market Focus3
2The Customer Visit in Practice: Some Examples26
3Planning a Program of Visits35
4Conducting the Visits77
5Completing the Visit Program119
6The Analysis of Visit Data and the Question of Generalizability131
7The Customer Visit in Perspective143
8History and Future Prospects of Customer Visits152
Appendix A: Checklist for Planning a Customer Visit Program160
Appendix B: Methodology for Research Conducted at Hewlett-Packard163
References166
Index169
About the Author173

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