This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations.
Each chapter of Understanding Customers consists of: * learning objectives and definitions * the theoretical background * exercises * issues to consider * current examples * implications for marketing * recent examination questions. Chris Rice is
Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.
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activity advertising affect analysis approach associated assumption attitude change aware become behavioural sciences beliefs Blackwell and Miniard brand brand personality Chapter characteristics Chris Rice Classical conditioning cognitive commonly communication concept concerned consumer behaviour culture decision Decision Making Units defined demand Dependency Theory disposable income economic elements emotional Empty Nest evaluation example expectations experience factors Figure forecasts ideas identify important individual individual’s influence innovation interest interview involved Latent learning learning Linford Christie look market segmentation marketing messages marketing research mass media measure motivation notion organization outcomes output patterns perceived value perception person pictogram population positive potential predict problem programme purchase questionnaire questions relationships relatively relevant response role sample satisfaction Scattergram significant situation social society sometimes specific stage stimulus suggests theory Think variables