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Better customer insight, in real time

Recurso electrónico / electronic resource
Registro MARC
Tag12Valor
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040  ‎$a‎MAP‎$b‎spa‎$d‎MAP
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100  ‎$0‎MAPA20120021662‎$a‎Macdonald, Emma K.
24510‎$a‎Better customer insight, in real time‎$c‎Emma K. Macdonald, Hugh N. Wilson, and Umut Konus
520  ‎$a‎Few 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.
650 1‎$0‎MAPA20080551636‎$a‎Marketing
650 1‎$0‎MAPA20080556020‎$a‎Publicidad
650 1‎$0‎MAPA20080650193‎$a‎Información al cliente
650 1‎$0‎MAPA20080560829‎$a‎Tiempo real
650 1‎$0‎MAPA20080624019‎$a‎Comportamiento del consumidor
7001 ‎$0‎MAPA20120021648‎$a‎Wilson, Hugh N.
7001 ‎$0‎MAPA20120021655‎$a‎Konus, Umut
7730 ‎$w‎MAP20077100345‎$t‎Harvard business review‎$d‎Boston : Impact Media Comercial S.A., 1988-‎$g‎03/09/2012 Tomo 90 Número 9 - septiembre 2012 , p. 102-108