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Sinopsis
Book by McQuarrie Edward F Francis
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Reseña del editor
Drawing on best practices found at leading technology firms, this book offers a complete guide to all aspects of planning and executing a programme of customer visits, and explains how these can assist new product development and the improvement of customer satisfaction.
A wealth of specific advice is offered on topics such as: kinds of objective; how many customers to visit; how to prepare a discussion guide; how to coordinate visits with the sales force; how to build rapport; effective and ineffective questions to ask customers; and traps and pitfalls in the analysis of data from visit programmes.
Biografía del autor
Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.
He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996–2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.
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- EditorialSAGE Publications, Inc
- Año de publicación1993
- ISBN 10 0803946708
- ISBN 13 9780803946705
- EncuadernaciónTapa blanda
- Número de edición1
- Número de páginas192
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Customer Visits: Building a Better Market Focus
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ISBN 10: 0803946708
ISBN 13: 9780803946705
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Customer visits : building a better market focus.
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Customer Visits: Building a Better Market Focus
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ISBN 10: 0803946708
ISBN 13: 9780803946705
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