MTU Library Catalogue

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Understanding and managing customers / edited by Isobel Doole, Peter Lancaster, Robin Lowe.

Contributor(s): Doole, Isobel, 1954- | Lancaster, Peter, 1952- | Lowe, Robin, 1945-.
Material type: materialTypeLabelBookPublisher: Upper Saddle River, NJ : Financial Times Prentice Hall, 2004Description: xxi, 340 p. ; 25 cm. + pbk.ISBN: 0273685627.Subject(s): Customer servicesDDC classification: 658.812
Contents:
Part 1: Identifying the customer -- Customers, quality and exchange -- Who is the customer? -- The marketing environment -- Building information on the customer -- Part 2: Understanding the customer -- Why organisations need to understand customer behaviour -- How customers are segmented and organised -- What the customer is looking for -- Customers' perceptions of quality -- Part 3: Influencing the customer -- Organising internally to serve external customers -- Customer-led communications -- Developing and managing customer relationships -- The emergence of the 'new customer': coming to terms with the future.

Enhanced descriptions from Syndetics:

Understanding and Managing Customers This book provides the foundation for students and people in business. Kevin Condron, Head of Public Sector Marketing, IBM UK competitive advantage through better customer management skills? Then Understanding and Managing Customers is the book for you. students and practitioners in the field. The book's accessible style and wide range of relevant cases and examples will also be of interest to those studying marketing more generally. Rita Carmouche, University of Huddersfield marketing degrees, Understanding and Managing Customers is also useful to HND students, those studying for the Chartered Institute of Marketing certificate, and practitioners in the early stages of their careers. This book provides a thorough understanding of the process and pitfalls of understanding and managing customers. Understanding and managing customers effectively is crucial for business success.

Includes bibliographical references and index.

Part 1: Identifying the customer -- Customers, quality and exchange -- Who is the customer? -- The marketing environment -- Building information on the customer -- Part 2: Understanding the customer -- Why organisations need to understand customer behaviour -- How customers are segmented and organised -- What the customer is looking for -- Customers' perceptions of quality -- Part 3: Influencing the customer -- Organising internally to serve external customers -- Customer-led communications -- Developing and managing customer relationships -- The emergence of the 'new customer': coming to terms with the future.

Table of contents provided by Syndetics

  • List Of Figures
  • List Of Tables
  • The Contributors
  • Preface
  • About The Book
  • Acknowledgements
  • Part 1 Identifying The Customer
  • 1 Customers, quality and exchange
  • 2 Who is the customer?
  • 3 The marketing environment
  • 4 Building information on the customer
  • Part 2 Understanding The Customer
  • 5 Why organisations need to understand customer behaviour
  • 6 How customers are segmented and organised
  • 7 What the customer is looking for
  • 8 Customers' perceptions of quality
  • Part 3 Influencing The Customer
  • 9 Organising internally to serve external customers
  • 10 Customer-led communications
  • 11 Developing and managing customer relationships
  • 12 The emergence of the 'new' consumer: coming to terms with the future
  • Index