Understanding customers / Chris Rice.
Series: Marketing series (London, England). Student.1997Edition: 2nd edDescription: 1 online resource (vi, 312 pages) : illustrationsContent type:- text
- computer
- online resource
- 9780750623223
- 0750623225
- 9780080938349
- 0080938345
- HF5415.32 .R53 1997
- digitized 2011 HathiTrust Digital Library committed to preserve

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.
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.
Revised edition of: Consumer behaviour : behavioural aspects of marketing. 1993.
"Published on behalf of the Chartered Institute of Marketing."
Includes bibliographical references (pages 307-308) and index.
Print version record.
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