Customer Visits: Building a Better Market Focus

Released on by Edward F. McQuarrie
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  • Customer Visits: Building a Better Market Focus Book Detail

  • Author : Edward F. McQuarrie
  • Release Date : 2014-12-18
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 232
  • ISBN 13 : 1317473485
  • File Size : 36,36 MB
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Customer Visits: Building a Better Market Focus by Edward F. McQuarrie PDF Summary

Book Description: Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.

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Customer Visits

Customer Visits

File Size : 7,7 MB
Total View : 5160 Views
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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

Customer Behavior

Customer Behavior

File Size : 97,97 MB
Total View : 4726 Views
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This is a book about the behaviour of customers around the world. Comprehensive in its coverage and managerial in its focus, the book dwells on the traditional