Understanding customers [electronic resource] / Chris Rice.
- 作者： Rice, Chris.
- 其他作者：
- 其他題名：
- Consumer behaviour.
- Marketing series (London, England)..
- 出版： Oxford ;Boston : Butterworth-Heinemann 1997.
- 叢書名： The marketing series. Student
- 主題： Consumer behavior. , Marketing--Social aspects. , Electronic books
- 版本：2nd ed.
- ISBN： 0750623225 、 9780750623223
- URL：
An electronic book accessible through the World Wide Web; click for information
- 一般註："Published on behalf of the Chartered Institute of Marketing." Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2009. Rev. ed. of: Consumer behaviour : behavioural aspects of marketing. 1993.
- 書目註：Includes bibliographical references (p. 307-308) and index.
-
讀者標籤：
- 系統號： 005164296 | 機讀編目格式
館藏資訊
摘要註
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 is Senior 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. Recommended by Ted Johns, CIM Senior Examiner for the Understanding Customers paper Updated in line with the latest developments in the investigation of consumer behaviour and with the new CIM syllabus.
內容註
A historical perspective; Perception; Ideas from economics; Marketing aspects of sociology; People in groups; Attitudes and social behaviour; The behavioural sciences - problems and methods; An introductory look at marketing research; The presentation and interpretation of data; Consumer decision making and modelling; Learning; Segmentation; Attitude change; Forecasting, change and the future; References, bibliography.