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Product Description
Develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE MIND OF THE MARKET. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability.
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7 reviews
1 of 1 people found the following review helpful
Valuable insight into marketing best practices
26 May 2009
Format:Hardcover
Each of the chapters in this book are wonderfully written guides into the world of marketing research that if used properly will undoubtedly create value for your customers, and ultimately for your company. This book serves as an introduction piece into marketing research, and more importantly, an introduction to learning about your customers. Ten Key Customer Insights blends real world examples with industry best practices to help the reader understand the implications and benefits of using the covered topics in a proper manner. Personally, I felt that the chapters on Qualitative and quantitative research methods, user segmentation, brand positioning and the final section on building a customer insight focused company were the most valuable to me. I would high recommend this book to those interested in learning more about marketing in general.
1 of 1 people found the following review helpful
All you need to know about market research
20 Feb 2009
Format:Hardcover
I read this as a student in Professor Schieffer's course but I could have just as easily read it for my own edification and enjoyment. He does a great job clearly articulating the fundamentals of marketing from segmentation to positioning using entertaining, concrete examples. For anyone looking for a deep dive into marketing, or to fill in some wholes from prior learnings, I would highly recommend this book.
1 of 1 people found the following review helpful
Practical Guide to Market Research
11 Feb 2009
Format:Hardcover
One of the basic truths of marketing is that you can't make much headway until you really understand your customer. Market research is critical.
Bob Schieffer's book is a terrific overview of this important area. The book is both insightful and practical. It balances entertaining stories with facts and figures; on one page you get a story about competition in the beer industry and on another page you get rough pricing for focus groups. This makes the book both readable and valuable.
The book is broad in scope. It covers everything from focus groups to segmentation to conjoint studies. This makes it particularly useful; it provides a terrific overview of the field.
Anyone looking to develop their skills in marketing and market research will benefit from reading this excellent book.
Bob Schieffer's book is a terrific overview of this important area. The book is both insightful and practical. It balances entertaining stories with facts and figures; on one page you get a story about competition in the beer industry and on another page you get rough pricing for focus groups. This makes the book both readable and valuable.
The book is broad in scope. It covers everything from focus groups to segmentation to conjoint studies. This makes it particularly useful; it provides a terrific overview of the field.
Anyone looking to develop their skills in marketing and market research will benefit from reading this excellent book.
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