Understanding Customers
2nd Edition
Published on 14. May 2010
414 pages
978-1-136-35167-9 (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
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
File size
2,52 MB
ISBN-13
978-1-136-35167-9 (9781136351679)
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
Chris Rice
Understanding Customers
Book
02/1997
2nd Edition
Butterworth-Heinemann
€70.55
Shipment within 15-20 days
Person
Chris Rice
Content
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...';
