Год издания: 2005
Количество страниц: 288
В продаже с 18.01.2012
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CUSTOMER INSIGHT will allow business professionals to develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of their target customers. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability. The author has successfully implemented programs to gain customer insight, as Marketing Research Director with the Adolph Coors Company in Golden, Colorado, and as Global Marketing Research Director at Abbott Laboratories in Chicago. The success of Abbott Laboratories has been documented in the best seller "Good to Great: Why Some Companies Make the Leap? and Others Don't," by Jim Collins. The author joined the Marketing faculty at the Kellogg School of Management in 2002.