Customer insights. / Miranda Goode
Material type: TextSeries: Publisher: Ontario, Canada: Ivey School of Business, 2014Description: [various pagings] : illISBN: 3901601011314Subject(s): Marketing | Consumers' preferences | RElationship marketing | DDC classification: LOC classification: HF5415.32.G64Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.32.G64 (Browse shelf) | Available | K/1909/1909/19 |
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HF5415.2.M292 Essentials of marketing research: a hands-on orientation. / | HF5415.2.M294 Essentials of marketing research: a hands-on orientation. / | HF5415.2.M295 Essentials of marketing research: a hands-on orientation. / | HF5415.32.G64 Customer insights. / | HF5415.33.U6.H36 Consumer behavior: an applied approach. / | HF5415.35.S65 Marketing : real people, real choices. / | HF5415.35.S65 Marketing : real people, real choices. / |
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
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