Customer Visits: Building a Better Market Focus - Softcover

McQuarrie, Edward F. (Francis)

Softcover

ISBN 10: 0761908846 ISBN 13: 9780761908845

Publisher: SAGE Publications, Inc, 1998

Synopsis

The Second Edition of Customer Visits offers a complete guide to all aspects of planning and executing a programme of visits to customers by individual managers and cross-functional teams.

Features new to this edition include: expanded coverage of ad hoc results; more examples of good and bad procedures; expanded section on how to analyze visit data; expanded coverage of kinds of questions to be asked of customers; and better integration with other market research tools. Customer Visits offers a wealth of specific advice, and shows how customer visits can assist new product development and the improvement of customer satisfaction.

About this title

Review:

"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"

About the Author:

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.

 

He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996–2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.

About this edition

• Publisher: SAGE Publications, Inc
• Publication date: 1998
• ISBN 10: 0761908846
• ISBN 13: 9780761908845
• Binding: Paperback
• Edition number: 2
• Number of pages: 264