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Customer Insights
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Second Edition

Short Description:
This textbook is based on materials sourced from different practitioners from the world of research design, data collection, analysis, and interpretation. The author and her collaborators have also added materials to supplement the available literature.

Long Description:
Increasingly, the concept of marketing research is being replaced with the term ‘customer or consumer insights’. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective.

Word Count: 42069

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Management
Marketing
Mathematics
Measurement and Data
Material Type:
Textbook
Provider:
Western Sydney University
Author:
Dr Aila Khan
Dr Munir Hossain
Dr Sabreena Amin
Jacki Montgomery
Siddharth Jain
Date Added:
06/28/2023
Developing New Products and Services
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Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
The Saylor Foundation
Provider Set:
Saylor Textbooks
Author:
G. Lawrence Sanders
Date Added:
06/14/2019
Digital Marketing Strategy
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CC BY-NC-SA
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The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Concordia University
Author:
Pierre-Yann Dolbec
Date Added:
06/28/2023
HMGT 4702: Hospitality Services Marketing & Management, Course Outline
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CC BY-NC-SA
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This module is associated with HMGT 4702: Hospitality Services Marketing & Management, Course Outline

Subject:
Business and Communication
Marketing
Material Type:
Syllabus
Provider:
CUNY Academic Works
Provider Set:
New York City College of Technology (City Tech)
Author:
Kim, Ellen (Heejun)
Date Added:
10/01/2017
Introducing Marketing
Unrestricted Use
CC BY
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Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Provider Set:
BCcampus Faculty Reviewed Open Textbooks
Author:
John Burnett
Date Added:
01/07/2015
Introduction to Business Administration
Unrestricted Use
CC BY
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0.0 stars

Introduction to Business is designed to meet the scope and sequence requirements of foundational business courses. The textbook presents business principles and emerging trends in fields including management, leadership, production, marketing, and finance.
Chapter 1: Understanding Economic Systems and Business
Chapter 2: Making Ethical Decisions and Managing a Socially Responsible Business
Chapter 3: Competing in the Global Marketplace
Chapter 4: Forms of Business Ownership
Chapter 5: Entrepreneurship: Starting and Managing Your Own Business
Chapter 6: Management and Leadership in Today's Organizations
Chapter 7: Designing Organizational Structures
Chapter 8: Managing Human Resources and Labor Relations
Chapter 9: Motivating Employees
Chapter 10: Achieving World-Class Operations Management
Chapter 11: Creating Products and Pricing Strategies to Meet Customers' Needs
Chapter 12: Distributing and Promoting Products and Services
Chapter 13: Using Technology to Manage Information
Chapter 14: Using Financial Information and Accounting
Chapter 15: Understanding Money and Financial Institutions
Chapter 16: Understanding Financial Management and Securities Markets

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Affordable Learning LOUISiana
Author:
Braden Watson (Editor)
Brain Sherman (Editor)
Elisabeth Cason (Editor)
LOUIS: The Louisiana Library Network
Nicole Ortloff (Editor)
Philippe Lannelongue (Editor)
Date Added:
06/28/2023
Introduction to Consumer Behaviour
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CC BY-NC-SA
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This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centres the lived experiences of today’s consumers, specifically, undergraduate students. The author has also made efforts to decentre whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Author:
Andrea Niosi
Date Added:
07/09/2021
Introduction to Consumer Behaviour Ancillary Resources
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CC BY-NC-SA
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A collection of ancillary resources created to accompany the Introduction to Consumer Behaviour open textbook. It includes essays, case studies, assignment and project ideas, and a test bank (which will be available September 2021).

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Author:
Andrea Niosi
Date Added:
06/30/2021
Introduction to Marketing I 2e (MKTG 1010)
Unrestricted Use
CC BY
Rating
0.0 stars

Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
NSCC Libraries
Author:
Barb Powers
Deidre Evans
Di Best
George Swaniker
Hadley Brooks-Joiner
Jules Fauteux
Kimia Ghasemi
Lumen Learning
NSCC Faculty
Rankin MacMaster
Date Added:
08/25/2021
Introduction to Marketing II 2e (MKTG 2005)
Unrestricted Use
CC BY
Rating
0.0 stars

This NSCC open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
NSCC Libraries
Author:
Barb Powers
Deirdre Evans
Di Best
George Swaniker
Jules Fauteux
Lumen Learning
NSCC
Rankin MacMaster
Date Added:
08/25/2021
Intro to Social Media
Unrestricted Use
CC BY
Rating
0.0 stars

This book is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field - baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid personal user of social networks, we will treat this book as a guided tour of social media for marketing purposes.

Subject:
Business and Communication
Communication
Education
Higher Education
Marketing
Public Relations
Material Type:
Textbook
Provider:
Oklahoma State University
Author:
Cheryl Lawson
Date Added:
06/28/2023
Legal Aspects of Marketing and Sales
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CC BY-NC-SA
Rating
0.0 stars

Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
The Saylor Foundation
Provider Set:
Saylor Textbooks
Author:
Daniel Warner
Don Mayer
George Siedel
Jethro Lieberman
Date Added:
06/14/2019
The Power of Selling
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CC BY-NC-SA
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The Power of Selling is the perfect textbook to teach students about the proven process of selling. More important, it teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional sales people learn (or brush up) on their own selling skills.What makes someone successful in sales? Are great sales people born or made? Is there one magic selling process, or does the process change based on the business…or the customer? How can the selling process really come alive for students in the classroom? How do students learn how to sell for life, not just for a course? The Power of Selling by Kim Richmond answers these questions and makes the principles of selling come alive.Kim looks at the topic of selling through a different lens, and provides inspiration and ideas. The Power of Selling provides an exciting and interactive experience for both professors and students through the use of 4 unique elements:1. ContentThe content is based on the core selling tenets so instructors will find the familiar principles of selling. In addition, the impact of Sales 2.0 is addressed at every stage including how to use interactive tools such as Twitter, LinkedIn, Facebook, blogs, and wikis effectively.2. Selling UThe last section of each chapter is called Selling U. It applies the concepts covered in the chapter to a student’s job search. Selling U topics include how to think about yourself as a brand, how to create a powerful cover letter and resume, how to create your personal elevator pitch, how to use networking and informational interviews to get the word out about your brand, how to prepare and dress for an interview, and how to negotiate and accept the right job offer. What makes The Power of Selling different is that Selling U is integrated into every chapter, which makes this text the ultimate guide to selling yourself.3. Video ResourcesVideos are used throughout the book. Additional videos that are not included in the text are available for instructor use. Here are videos that are available:• Video Ride-alongs – One of the best ways to learn about sales is by going on ride-alongs. So every chapter starts with an exclusive feature called a Video Ride-along. These short videos feature seven different sales professionals – one that starts each chapter. Each one talks about how he or she applies one of the key concepts covered in the chapter in their job. These videos are designed to be “virtual ride-alongs” so the students can actually feel as though they are getting insights first hand from selling professionals.• The Power of Selling YouTube Channel here (youtube.com/thepowerofselling) - Over 50 videos are included featuring the sales professionals who are highlighted in the Video Ride-alongs. About half of the videos are used in the textbook. The balance are available for instructor use. Several are included in Video Learning Segments (see below). These videos are excellent resources for use in the classroom, exercises, and assignments.• Video Learning SegmentsIn addition to the traditional supplements of Instructor Manual, PowerPoints, and Test Bank, there are also Video Learning Segments. These are PowerPoint slides embedded with videos designed to supplement the course PowerPoints and focus on one concept, like an ethical dilemma, pre-call preparation, or effective presentations, how to use email effectively. Each segment includes slides, videos, discussion questions, or exercises.4. The Power of Selling LinkedIn Group. hereThis group was created on LinkedIn.com expressly as a resource for the faculty and students who use this textbook. The group includes sales professionals from across the country and from different industries. This is a great tool for faculty and students alike to network, participate in discussions, ask questions, and connect with “real world” selling professionals.Kim Richmond’s The Power of Selling is a fresh, interactive, and applied textbook intended for all introductory and sales, selling and salesmanship courses. If you’re ready to prepare your “students of selling” for all that lies ahead in their professional career—you’re ready for this book. Check it out.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
The Saylor Foundation
Author:
Kimberly Richmond
Date Added:
01/01/2010
Principles of Marketing
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CC BY-NC-SA
Rating
0.0 stars

Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Minnesota Libraries Publishing Project
Author:
Author Removed At Request Of Original Publisher
Date Added:
06/15/2019
Principles of Marketing
Conditional Remix & Share Permitted
CC BY-NC-SA
Rating
0.0 stars

Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
OpenEd@JWU
Author:
[Author removed at request of original publisher]
Date Added:
03/20/2021
Sample syllabus for teaching online Database Modeling and Management
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CC BY-NC
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Students learn the basics of database modeling and managements as well as the analytical techniques and tools used to assess, enhance, and profit from customer-relationship management. The course reviews database technology, organization and planning including technology needs and outsourcing considerations; sampling techniques such as nth selects and frozen files; creating powerful predictor variables such as univariate and cross tabulations, ratios, time series variables, and other measures. The course also covers predicting customer actions by using multiple linear regression and correlation to model response, payment, attrition, churn, and other factors that assist in segmentation. Students also learn how to combine prospect and customer data residing on databases with outside sources of data to drive response models.

Subject:
Business and Communication
Management
Marketing
Material Type:
Syllabus
Provider:
CUNY Academic Works
Provider Set:
City College
Author:
Moritz, Joshua
Date Added:
07/01/2019
Strategic Marketing in the Global Forest Industries - Third Edition
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CC BY-NC
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0.0 stars

The forest industry is increasingly global and every marketer of forest products should have a global perspective. As a natural resource-based industry, the forest industry has an especially high profile role in environmental protection and is increasingly involved in climate change mitigation and management. Global forests are not only important because they provide a source of industrial raw material, but also because of the various other human needs they satisfy. A forest products marketer should have a basic understanding of the role that global forests play in society. Major societal trends are impacting the external environment within which the forest industry operates. We provide an overview of global forests and a brief description of the markets for the main categories of the forest industry.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Oregon State University
Author:
Eric Hansen
Heikki Juslin
Date Added:
01/06/2020
eMarketing: The Essential Guide to Marketing in a Digital World
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CC BY-NC-SA
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The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
LibreTexts
Author:
Rob Stokes
Date Added:
06/28/2023
eMarketing: The Essential Guide to Marketing in a Digital World
Conditional Remix & Share Permitted
CC BY-NC-SA
Rating
0.0 stars

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Author:
Rob Stokes
Date Added:
12/05/2019
eMarketing: The Essential Guide to Online Marketing
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CC BY-NC-SA
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0.0 stars

eMarketing: The Essential Guide to Online Marketing by Rob Stokes, a marketing guru and CEO of Quirk eMarketing, Sarah Blake, and his team of QuirkStars, consolidates 11 years of real marketing experience doing online marketing at Quirk into a full length textbook that draws on both academic theory and practical experience. It is intended for third and fourth year marketing students, this textbook covers all of the important aspects of online marketing, including chapters on each of the following areas:* Search Engine Marketing* Affiliate Marketing* Web Analytics and Conversion Optimisation* Web Development* Online Copywriting* Online Advertising* WebPR* Online Reputation Management* Pay Per Click Advertising* Viral Marketing* Social Media Marketing* Search Engine Optimisation* eMarketing Strategy* Market Research* Mobile Marketing* Crowdsourcing* Customer Relationship ManagementIt also features a glossary and index as well as summaries, learning objectives and discussion points for each chapter. This eMarketing textbook offers students information that is highly applicable with examples to which they can easily relate. It is a must-have guide for each and every undergraduate and post-graduate marketing student as well as anyone working in the digital or traditional marketing sphere.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
The Saylor Foundation
Author:
Rob Stokes and The Minds at Quirk
Date Added:
01/01/2010