Goode, Miranda
Customer insights. / Miranda Goode - Ontario, Canada: Ivey School of Business, 2014. - [various pagings] : ill.; - .
Contents: Pillsbury cookie challenge -- The challenge - from data to inspiration -- What does consumer insights mean and where did it come from? -- Illuminating the mind -- Needfinding -- Beyond functional benefits -- Motivation and affect -- J=Himalaya face wash -- Laddering theory, method analysis, and interpretation -- Metaphor marketing -- Discovering new points of differentiation -- Brand concepts maps -- Capturing the ecosystem of demand -- Creating the demand landscape -- Microsoft Office , Market segmentation, target market selection, and positioning -- Saxonville Sausage Company -- The consumer's voice -- Capitalizing on customer insights -- How to tell a story -- The four truths of the story teller -- Revenge of the right brain
3901601011314
Marketing Consumers' preferences RElationship marketing
HF5415.32.G64
Customer insights. / Miranda Goode - Ontario, Canada: Ivey School of Business, 2014. - [various pagings] : ill.; - .
Contents: Pillsbury cookie challenge -- The challenge - from data to inspiration -- What does consumer insights mean and where did it come from? -- Illuminating the mind -- Needfinding -- Beyond functional benefits -- Motivation and affect -- J=Himalaya face wash -- Laddering theory, method analysis, and interpretation -- Metaphor marketing -- Discovering new points of differentiation -- Brand concepts maps -- Capturing the ecosystem of demand -- Creating the demand landscape -- Microsoft Office , Market segmentation, target market selection, and positioning -- Saxonville Sausage Company -- The consumer's voice -- Capitalizing on customer insights -- How to tell a story -- The four truths of the story teller -- Revenge of the right brain
3901601011314
Marketing Consumers' preferences RElationship marketing
HF5415.32.G64