This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into

Understanding customer decisions and behavior is the starting point for identifying market opportunities and formulating a company’s marketing strategy. Witho

Struggling to ensure that the customer is at the center of all your business does? This book is your guide to putting the "customer" in customer experience. Not

This book provides the knowledge necessary for succeeding in a world where companies increasingly work side-by-side with customers to create new products and se

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing res