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Managing Customer Value: One Stage at a Time

by Sara N-Marandi, Soman Dilip
$11.90
Managing Customer Value: One Stage at a Time
Managing Customer Value: One Stage at a Time

Smart marketing through the consumer decision journey

This is a strong pick if you already know the basics of marketing and want something more focused and practical. It shifts the conversation from broad mass marketing to understanding what a customer feels and does at each stage before buying. Readers who like strategy with a human angle will appreciate how it turns consumer behavior into more precise, timely marketing actions.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Managing Customer Value: One Stage at a Time

by Sara N-Marandi, Soman Dilip
$11.90
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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ISBN: 9789812838278
Authors: Sara N-Marandi, Soman Dilip
Publisher: World Scientific Pub Co Inc
Date of Publication: 2009-10-31
Format: Hardcover
Related Collections: Economics, Sociology, Business
Related Topics: Economics, Sociology, Management, Social Science, Communication, Entrepreneurship
Goodreads rating: 3.6
(rated by 5 readers)

Description

This book is written for students and professionals with some exposure to marketing. It introduces the key marketing principles that govern interactions between consumers and the goods and services offered to them, shows how these principles illuminate the consumer decision-making process, and applies this knowledge to micro-marketing tactics. Rather than applying mass marketing to a broad group of consumers, the book aims to capture the right consumer at the right time by gaining a deep understanding of purchasing behavior as consumers progress through the stages of affiliation with a product or service. These stages reflect thoughts, experiences, and feelings that accompany a purchase decision, with micro-marketing as the overarching unifying approach.
 

Smart marketing through the consumer decision journey

This is a strong pick if you already know the basics of marketing and want something more focused and practical. It shifts the conversation from broad mass marketing to understanding what a customer feels and does at each stage before buying. Readers who like strategy with a human angle will appreciate how it turns consumer behavior into more precise, timely marketing actions.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.