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Better customer insight, in real time

Recurso electrónico / electronic resource
MAP20120038295
Macdonald, Emma K.
Better customer insight, in real time / Emma K. Macdonald, Hugh N. Wilson, and Umut Konus
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
En: Harvard business review. - Boston : Impact Media Comercial S.A., 1988-. - 03/09/2012 Tomo 90 Número 9 - septiembre 2012 , p. 102-108
1. Marketing . 2. Publicidad . 3. Información al cliente . 4. Tiempo real . 5. Comportamiento del consumidor . I. Wilson, Hugh N. . II. Konus, Umut . III. Título.