Includes bibliographical references and index.

"Marketing books only briefly cover techniques to gain customer insight, while marketing research texts focus on statistical and analytical tools, with only passing comment on their utilization in marketing decision-making. Robert Schieffer has turned this paradigm on its side, by focusing on ten key customer insights that he has personally helped firms gain and by describing the key marketing tools and techniques that marketing experts use to glean these insights." "Ten Key Customer Insights allows business professionals to develop effective marketing strategies and tactics by gaining deeper insights into the perceptions, needs, motivations and preferences of their target customers. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of the market, increase the productivity of their marketing efforts, and increase their profitability."--Jacket.

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