Customer Visits: Building a Better Market Focus / Edition 2

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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.

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Editorial Reviews

Booknews
McQuarrie (marketing, Santa Clara U.) explains how businesses that market to businesses, and particularly firms that offer product categories that are technically complex, can devise affordable action plans for programmatic visits to customers and, as a result, become aware of and satisfy their customers' needs. He describes ways to coordinate visits with the sales force, effective and ineffective questions to ask customers, and pitfalls in the analysis of data from visits. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780761908845
  • Publisher: SAGE Publications
  • Publication date: 4/2/1998
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 264
  • Product dimensions: 6.00 (w) x 8.66 (h) x 0.66 (d)

Meet the Author

Edward F. Mc Quarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985. His research interests include customer value, qualitative research, and market research appropriate to technology products, on the one hand, and advertising research, rhetoric and semiotics on the other. He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Advertising. He serves on the Editorial Board of the Journal of Consumer Research.

He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs. Professor Mc Quarrie has moderated focus groups since 1980, for Burke Marketing Research among others.

He has consulted for a variety of technology firms, and has taught seminars on Effective Customer Visits, Managing Focus Group Research, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients.

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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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