News - Marketing & Sales
Market Research
Market Research is an integral part of business strategy. It is also a complex field and covers a broad range of methods and techniques. Kogan Page is a leading publisher in books that offer targeted and current information on what customers want and the best ways of meeting customer needs.
Effective Customer Care by Pat Wellington is part of Kogan Page's bestselling Creating Success series. This book is an accessible guide on customer care strategies for the middle manager. Effective Customer Care begins at the research phase, showing readers how to understand what the customer wants, rather than making assumptions. It gives vital tips on how to stop losing business and gain market share, how to motivate team members to offer a value added service to customers, how to improve the level of service offered, how to get a better level of service from internal customers and build long term relationships with customers and suppliers. The book is written without jargon and includes international case studies from UK, Scandinavia, USA the Gulf and Singapore.
70% of brand choices are made in store, so shopper marketing is of vital importance to small businesses and large corporations. Shopper Marketing explores what takes place in the store, aiming to turn shoppers into buyers at the point of purchase. Authors Markus Stahlberg and Ville Maila include contributions from over 35 internationally recognised shopper marketing experts, showing that there is plenty of opportunity to influence and change consumers' decisions at the time when they are actually doing their shopping. Providing practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; effective packaging and much more, this book is a must-have for all sales and retail practitioners and students of marketing and sales.
Story added Jul 21, 2010
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