Centro de Documentacion de Fundación MAPFRE - Better customer insight, in real time

Notas: 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.Registros relacionados: En: Harvard business review. - Boston : Impact Media Comercial S.A., 1988-. - 03/09/2012 Tomo 90 Número 9 - septiembre 2012 , p. 102-108Materia / lugar / evento: Marketing Publicidad Información al cliente Tiempo real Comportamiento del consumidor Otros autores: Wilson, Hugh N.
Konus, Umut
Outras classificações: 92

Direitos: In Copyright (InC)

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