![]() ![]() Mentions a company that without explicit consent that took recordings of consumers interacting and purchasing things in stores. Suggests a wealth of information can be found about competitors by simply looking at the Internet. In addition customer loyalty schemes are useful. Suggests that in customer relationship management marketing (CRM) the company’s understanding of the individual customers profile is very important. Outlines principles behind ethnographic research and explains how to produce qualitative research such as surveys which include non leading questions. The mission statement should be motivating. Marketing is the process by which companies create value for consumers in order to capture their value in return. This is an undergraduate level textbook which is core reading for marketing students.
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