Ten Key Customer Insights: Unlocking the Mind of the Market

Develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE MIND OF THE MARKET. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability.

Robert Schieffer has 30 years of experience in Marketing Research Management positions in leading corporations, in both the Consumer Packaged Goods industry as well as the Healthcare industry. Deep experience was gained in both B to C and B to B Marketing. During those 30 years, 6 years included teaching part-time in major universities, including the Kellogg School of Management at Northwestern University. This overlap between academia and industry has helped the author stay current on marketing concepts and tools, as well as to test the power of these concepts and tools in the business world. This exposure to both the business world and to the academic world has provided the author with the unique perspective of seeing the excellent work being done in academia and applying this work in industry to help companies like Adolph Coors and Abbott Laboratories succeed. (Abbott Laboratories is one of the great companies covered in-depth in the bestseller "Good to Great: Why Some Companies Make the Leap¿and Others Don't," by Jim Collins.) For the past two years, the author has devoted his full efforts to teaching, and is Clinical Associate Professor of Marketing at the J. L. Kellogg School of Management at Northwestern University.