Understanding and Managing Customers

With a clear and accessible writing style and European focus, Understanding and Managing Customers provides a comprehensive overview of the process and pitfalls of understanding and managing customers.

Understanding and Managing Customers

"IBM prides itself on developing business through customer understanding. This book provides the foundation for students and people in business." Kevin Condron, Head of Public Sector Marketing, IBM UK

Want to understand and practice a number of elements essential to gaining a competitive advantage through better customer management skills? Then Understanding and Managing Customers is the book for you.

"Understanding and Managing Customers should be a compulsory read for both students and practitioners in the field. The book's accessible style and wide range of relevant cases and examples will also be of interest to those studying marketing more generally." Rita Carmouche, University of Huddersfield

Designed for first year undergraduate students on both business studies and marketing degrees, Understanding and Managing Customers is also useful to HND students, those studying for the Chartered Institute of Marketing certificate, and practitioners in the early stages of their careers. This book provides a thorough understanding of the process and pitfalls of understanding and managing customers.

"Understanding and managing customers effectively is crucial for business success. This book is essential reading for undergraduates and business managers alike." Colin Mattey, Director Commercial Brands, BT

Clearly written and divided into three main parts (Identifying the customer, Understanding the customer and Influencing the customer) the book is packed with:

• Strong pedagogy with learning outcomes, introductions, illustrative materials, spotlights and dilemmas, mini-cases, case studies, review questions for self-assessment and revision, and selective further readings

"The practical and theoretical discussions in Understanding and Managing 
Customers are really interesting. Topics are current and easy to read thus
making theoretical contributions more understandable. Overall, an engaging read. Mari-Ann Karlsson, Lecturer, Örebro University, Sweden

For robust teacher and students resources visit www.booksites.net/doole.

Isobel Doole, Peter Lancaster, and Robin Lowe, Mark Godson, Debbie Hill , Colin Gilligan, Jeanette Baker, Chris Dawson, Rod Radford, and Simon Kelly are academics at Sheffield Hallam University. Between them, they have a wealth of research, consultancy and industrial experience in a wide variety of market sectors.