Customer Orientation and Market Action

Texte du rabat

**Graduate/executive level consumer behavior and technology text illustrates the importance of understanding customer needs. In Customer Orientation and Market Action Johnson provides a rigorous yet practical introduction to customers in today's marketplace. By integrating research and application, the book helps both students and practitioners gain valuable insights into customer characteristics and needs, and use these insights to improve business decisions.

Résumé
Illustrates the importance of understanding customer needs. By integrating research and application, this work helps both students and practitioners gain insights into customer characteristics and needs, and use these insights to improve business decisions.

Contenu

I. CUSTOMER ORIENTATION AND MARKET ACTION. 1. A Customer Orientation.
2. Market Action.
3. Understanding and Anticipating Customer Needs.

II. THE PURCHASE AND CONSUMPTION EXPERIENCE. 4. The Customer Experience Model.
5. Customers in the Market Place.
6. Customer Information Processing.
7. Customer Choice.
8. Customer Satisfaction and Priority Setting.
9. Macro Satisfaction and Firm Strategy.

III. IMPLEMENTATION AND QUALITY IMPROVEMENT. 10. Customer Orientation and the Design Function.
11. From Customer Satisfaction to Quality Improvement.
Index. <B