Beyond Listening - Learning the Secret Language of Focus Groups

Name: Beyond Listening - Learning the Secret Language of Focus Groups
Brand: John Wiley & Sons Inc
SKU: 9780471395621
Price: 38.9 EUR
Availability: InStock

Автор: Bonnie Goebert

Език:

Корици: С твърди корици

Издател: John Wiley & Sons Inc

Наличност: Външен склад

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38.90 € 76.08 лв

A groundbreaking guide to making one of marketing's most important resources more effective When kid...

Информация за книгата

Автор

Bonnie Goebert

Език

Английски език

Корици

Книга - С твърди корици

Издадена

2001

страници

240

EAN

9780471395621

ISBN

0471395625

Enbook ID

04890519

Издател

John Wiley & Sons Inc

Теглоt

522

Размери

168 x 236 x 22

Пълно описание

A groundbreaking guide to making one of marketing's most important resources more effective When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie that couldn't be taken apart. Fortunately, in this case, Nabisco didn't heed the researchers' advice. Each year, companies spend a billion dollars on focus groups designed to ferret out consumer motivation, and, according to expert Bonnie Goebert, in many cases they're throwing their money away. In this fascinating book, Goebert, a highly respected moderator with three decades of experience with focus groups, explains what's wrong with how companies use the information. More importantly, she draws on her own experiences with clients like the New York Times, Tropicana, Maxwell House, Colgate, Maybelline, Lipton, Federal Express, and scores of other prestigious accounts to provide simple clear-cut guidelines on how companies of just about any size can use focus groups to capture the hearts and minds of consumers. Bonnie Goebert (Southampton, NY) heads her own focus group consulting firm.

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Beyond Listening - Learning the Secret Language of Focus Groups

Информация за книгата

Пълно описание

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