Understanding Customers
2nd Edition
Published on 13. February 1997
Book
Paperback/Softback
320 pages
978-0-7506-2322-3 (ISBN)
Description
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.
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.
Reviews / Votes
'It is even more comprehensive than before, yet remains firmly focused on the instrumental demands of students. It can be picked up voluntarily and read for pleasure. Few technical publications justify such an accolade, yet in Rice's case it is well deserved'Ted Johns, CIM Senior Examiner, Understanding Customers
More details
Edition
2nd edition
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
CIM Certificate students; IPM, DMS, IPS students taking papers in consumer behaviour; undergraduate (BABS) students taking organizational behaviour options.
Dimensions
Height: 234 mm
Width: 156 mm
Weight
600 gr
ISBN-13
978-0-7506-2322-3 (9780750623223)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Chris Rice
Understanding Customers
Book
07/2017
2nd Edition
Routledge
€274.50
Shipment within 10-20 days
Person
Changed career to Personnel Management after originally training as an engineer. Followed by personnel experience in the engineering industry and later as Personnel Manager with Oxford University Press. Research degree awarded (in Adult Education) for work on the evaluation of training. Training conducted for many organisations including Bass, Plessey, Marks & Spencer, GPT, Lloyds/TSB, Northern Foods, Siemens. Has also been involved in setting up management education programmes in Poland, Czech Republic, Bulgaria and Zimbabwe.
Content
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