Customer Visits: Building a Better Market Focus / Edition 2

Customer Visits: Building a Better Market Focus / Edition 2

by Edward F. (Francis) McQuarrie
     
 

ISBN-10: 0761908846

ISBN-13: 9780761908845

Pub. Date: 04/02/1998

Publisher: SAGE Publications

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

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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:
5.50(w) x 8.50(h) x (d)

Table of Contents

Introduction
The Contribution of Customer Visits to a Market Focus
The Customer Visit in Practice
Some Examples
A Typology for Customer Visits
Planning a Program of Visits
Selecting Customers to Visit
Prepare a Discussion Guide and Construct Questions
Conducting the Visits
Completing the Visit Program
The Analysis of Visit Data and the Question of Generalizability
The Customer Visit in Perspective
History and Future Prospects of Customer Visits

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