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Customer insights. / Miranda Goode

By: Material type: TextSeries: Publication details: Ontario, Canada: Ivey School of Business, 2014.Description: [various pagings] : illISBN:
  • 3901601011314
Subject(s): DDC classification:
  • 658.8/343
LOC classification:
  • HF5415.32.G64
Contents:
Contents: Pillsbury cookie challenge -- The challenge - from data to inspiration -- What does consumer insights mean and where did it come from? -- Illuminating the mind -- Needfinding -- Beyond functional benefits -- Motivation and affect -- J=Himalaya face wash -- Laddering theory, method analysis, and interpretation -- Metaphor marketing -- Discovering new points of differentiation -- Brand concepts maps -- Capturing the ecosystem of demand -- Creating the demand landscape -- Microsoft Office , Market segmentation, target market selection, and positioning -- Saxonville Sausage Company -- The consumer's voice -- Capitalizing on customer insights -- How to tell a story -- The four truths of the story teller -- Revenge of the right brain
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5415.32.G64 (Browse shelf(Opens below)) Available K/1909/1909/19

Contents: Pillsbury cookie challenge -- The challenge - from data to inspiration -- What does consumer insights mean and where did it come from? -- Illuminating the mind -- Needfinding -- Beyond functional benefits -- Motivation and affect -- J=Himalaya face wash -- Laddering theory, method analysis, and interpretation -- Metaphor marketing -- Discovering new points of differentiation -- Brand concepts maps -- Capturing the ecosystem of demand -- Creating the demand landscape -- Microsoft Office , Market segmentation, target market selection, and positioning -- Saxonville Sausage Company -- The consumer's voice -- Capitalizing on customer insights -- How to tell a story -- The four truths of the story teller -- Revenge of the right brain

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