Customer Visits: Building a Better Market Focus - Brossura

McQuarrie, Edward F.

Brossura

ISBN 10: 0761908846 ISBN 13: 9780761908845

Casa editrice: Sage Pubns, 1998

Riassunto

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.

Su questo libro

L'autore:

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.

 

He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, 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 McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. 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 the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.

Contenuti:

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

Su questa edizione

• Editore: Sage Pubns
• Data di pubblicazione: 1998
• ISBN 10: 0761908846
• ISBN 13: 9780761908845
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 241