Better customer insight, in real time

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<dc:creator>Macdonald, Emma K.</dc:creator>
<dc:creator>Wilson, Hugh N.</dc:creator>
<dc:creator>Konus, Umut</dc:creator>
<dc:date>2012-09-01</dc:date>
<dc:description xml:lang="es">Sumario: Few marketing challenges are tougher than identifying and influencing what drives customers' attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews.
Unfortunately, both kinds of research suffer from a fundamental flaw: they rely on customers' memories, which decay rapidly. Consumers frequently recall a company's communications inaccurately; it's not uncommon for people to claim they've seen a company's TV ad at a time when the firm was not advertising.</dc:description>
<dc:identifier>https://documentacion.fundacionmapfre.org/documentacion/publico/es/bib/139533.do</dc:identifier>
<dc:language>spa</dc:language>
<dc:rights xml:lang="es">InC - http://rightsstatements.org/vocab/InC/1.0/</dc:rights>
<dc:subject xml:lang="es">Marketing</dc:subject>
<dc:subject xml:lang="es">Publicidad</dc:subject>
<dc:subject xml:lang="es">Información al cliente</dc:subject>
<dc:subject xml:lang="es">Tiempo real</dc:subject>
<dc:subject xml:lang="es">Comportamiento del consumidor</dc:subject>
<dc:type xml:lang="es">Artículos y capítulos</dc:type>
<dc:title xml:lang="es">Better customer insight, in real time</dc:title>
<dc:relation xml:lang="es">En: Harvard business review. - Boston : Impact Media Comercial S.A., 1988-. - 03/09/2012 Tomo 90 Número 9  - septiembre 2012 , p. 102-108</dc:relation>
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