Understanding Customers

by Chris Rice

Overview

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 isSenior 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.

Product Details

ISBN-13:	9781138440937
Publisher:	Taylor & Francis
Publication date:	07/28/2017
Edition description:	2nd ed.
Pages:	320
Product dimensions:	6.12(w) x 9.19(h) x (d)

Table of Contents

Part 1 Identifying the Customer; Chapter 1 ‘Marketing, management, customers, competitive advantage and the meaning of life!’; Chapter 2 ‘There’s more to this than meets the eye…!’; Part 2 Understanding Customer Behaviour; Chapter 3 ‘What I need is a one-armed economist…’; Chapter 4 ‘So you want to be a social climber?’; Chapter 5 ‘Here we go, here we go, here we go…’; Chapter 6 ‘That’s all I need – a customer with attitude…’; Part 3 Part Three Investigating Customers; Chapter 7 ‘There’s nowt so strange as folk…’; Chapter 8 ‘Excuse me, could I ask you a few questions…?’; Chapter 9 ‘What do you mean – I’m about average…?’; Part 4 Predicting and Influencing Customer Behaviour; Chapter 10 ‘Whatever made you buy that?’; Chapter 11 ‘Teach me tonight…’; Chapter 12 ‘Segments? – I don’t even like grapefruit!’; Chapter 13 ‘So how can we make it work…?’; Chapter 14 ‘Pass me my crystal ball…’;