Better customer insight, in real time

<?xml version="1.0" encoding="UTF-8"?><modsCollection xmlns="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-8.xsd">
<mods version="3.8">
<titleInfo>
<title>Better customer insight, in real time</title>
</titleInfo>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20120021648">
<namePart>Wilson, Hugh N.</namePart>
<nameIdentifier>MAPA20120021648</nameIdentifier>
</name>
<name type="personal" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20120021655">
<namePart>Konus, Umut</namePart>
<nameIdentifier>MAPA20120021655</nameIdentifier>
</name>
<typeOfResource>text</typeOfResource>
<genre authority="marcgt">periodical</genre>
<originInfo>
<place>
<placeTerm type="code" authority="marccountry">esp</placeTerm>
</place>
<dateIssued encoding="marc">2012</dateIssued>
<issuance>serial</issuance>
</originInfo>
<language>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</language>
<physicalDescription>
<form authority="marcform">print</form>
</physicalDescription>
<abstract displayLabel="Summary">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.</abstract>
<note type="statement of responsibility">Emma K. Macdonald, Hugh N. Wilson, and Umut Konus</note>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080551636">
<topic>Marketing</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080556020">
<topic>Publicidad</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080650193">
<topic>Información al cliente</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080560829">
<topic>Tiempo real</topic>
</subject>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080624019">
<topic>Comportamiento del consumidor</topic>
</subject>
<classification authority="">92</classification>
<relatedItem type="host">
<titleInfo>
<title>Harvard business review</title>
</titleInfo>
<originInfo>
<publisher>Boston : Impact Media Comercial S.A., 1988-</publisher>
</originInfo>
<identifier type="local">MAP20077100345</identifier>
<part>
<text>03/09/2012 Tomo 90 Número 9  - septiembre 2012 , p. 102-108</text>
</part>
</relatedItem>
<recordInfo>
<recordContentSource authority="marcorg">MAP</recordContentSource>
<recordCreationDate encoding="marc">120903</recordCreationDate>
<recordChangeDate encoding="iso8601">20121009095134.0</recordChangeDate>
<recordIdentifier source="MAP">MAP20120038295</recordIdentifier>
<languageOfCataloging>
<languageTerm type="code" authority="iso639-2b">spa</languageTerm>
</languageOfCataloging>
</recordInfo>
</mods>
</modsCollection>