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CUSTOMER ORIENTATION AND MARKET ACTION
JOHNSON M. wydawnictwo: PRENTICE HALL , rok wydania 1998, wydanie I cena netto: 380.00 Twoja cena 361,00 zł + 5% vat - dodaj do koszyka Michael
D. Johnson , University of Michigan School of Business
Published
June 1997 by Prentice Hall Business Publishing
Copyright
1998, 183 pp. Paper ISBN 0-13-328667-3
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.
Explores
a wealth of models and knowledge available in psychology, economics, consumer research,
and marketing.
Orients
current and future business decision makers to their customers, then applies this
orientation to improve the overall business decision-making process.
Emphasizes
the goal of satisfying customers using an interdisciplinary approach to gain an
understanding of what satisfaction is, how to measure it, change it, and track its
bottom-line impact on firm performance.
Introduces
the three goals of a customer orientation-(1) the attainment of customer information,
(2) the dissemination of this information throughout an organization, and (3) the
implementation of quality improvements.
Takes an
integrated approach to understanding customers, balancing a psychologist's view of the
dynamics of customer behavior, an economist's view of the predictability of market
behavior, and a manager's need to use this information to make business decisions.
Organizes
business decisions into the Four Phases of Customer Orientation-Customer Strategy and
Focus (Phase I), Customer Satisfaction Measurement (Phase II), Analysis and Priority
Setting (Phase III), and Implementation (Phase IV).
Features
case studies at key points to illustrate the principles and practices being discussed.
Provides
an overview of the types of customer information used in management decisions and the
variety of customer and market research methods used to obtain this information.
Emphasizes
the need to anticipate customer needs through the use of proactive research methods.
Profiles
customers as they purchase, experience, evaluate and repurchase products and services in
the marketplace.
Details
the economics of customer retention and introduces the Customer Experience Model, which
describes four main components affecting a customer's purchase-consumption-repurchase
cycle-(1) perception, judgment, and choice processes, (2) the consumption experience and
its evaluation, (3) external market information, and (4) customers' internal knowledge
base.
Introduces
national satisfaction indices and illustrate their value through an analysis of customer
satisfaction and competition in the automobile industry.
Closes
coverage by focusing on the implementation of quality improvements, first in using
customer information to design revolutionary products and services, then by outlining the
implementation of all Four Phases of Customer Orientation and introducing Quality Function
Deployment as a method for translating customer priorities into their means of
accomplishment.
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.
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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