TY  - BOOK
AU  - Goode, Miranda
TI  - Customer insights.
SN  - 3901601011314
AV  - HF5415.32.G64 
PY  - 2014///
CY  - Ontario, Canada
PB  - Ivey School of Business
KW  - Marketing
KW  - Consumers' preferences
KW  - RElationship marketing
KW  - Consumer relations
N1  - 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
ER  -