Understanding & Managing Customers
Edited By Isobel Doole, et al.
Financial Times/ Pearson Education Limited
362 Pages, Illustrated, 7 ½" x 9 ¾"
$69.50 Paper Original
Understanding and Managing Customers provides a comprehensive overview of the
process and pitfalls of understanding and managing customers. Readers gain an
easy and applied introduction to this subject thanks to the accessible and clear
writing style and a truly European focus.
This book is designed for first year undergraduates on both business studies
and marketing degrees. This text is also useful for HND students, those studying
for the Chartered Institute of Marketing certificate and practitioners in the
early stages of their careers.
" Clearly written and divided into 3 main parts, 1) Identifying the customer,
2) Understanding the customer and 3) Influencing the customer. This framework
helps students understand the core principles.
" Case studies provide students with examples of how real companies are delivering
value to their customers.
" 'Spotlights' and 'dilemmas' throughout the text cover extended examples, mini-cases,
interesting research results or more technical issues really helping the reader
apply the theory.
" Review questions provides students with a basis for self-assessment
" Further learning resources are available on the companion website, which includes
additional readings and sample exam questions.
LIST OF FIGURES
LIST OF TABLES
ABOUT THE BOOK
PART ONE: IDENTIFYING THE CUSTOMER
1. Customers, quality and exchange
2. Who is the customer?
3. The marketing environment
4. Building information on the customer
PART TWO: UNDERSTANDING THE CUSTOMER
5. Why organisations need to understand customer behaviour
6. How customers are segmented and organised
7. What the customer is looking for
8. Customers' perceptions of quality
PART THREE: INFLUENCING THE CUSTOMER
9. Organising internally to serve external customers
10. Customer-led communications
11. Developing and managing customer relationships
12. The emergence of the 'new' consumer: coming to terms with the future
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