Customer Insights: Understanding How the Customer Ticks

Hans-Christian Riekhof (Ed.), Customer Insights: Understanding How the Customer Ticks: More Success through Market Impact Models, Wiesbaden, Gabler Verlag 2010, ISBN 978-3-8349-1750-8

Market researchers have been collecting market data and customer information for decades. However, they rarely succeed in creating a coherent, enduring overall picture of customer behavior together with the commissioning company, which can be used as a basis for marketing activities. Too often, data cemeteries are created without a conceptual framework. This book puts customer insights at the center of the marketing process: It shows how the substantive findings of market research institutes and marketing departments can be condensed to more accurately align innovation processes, product and range design, and sales and communication strategies with the customer. Examples from the cosmetics industry, media companies, and retail business show how customer knowledge can be used specifically to increase market success.