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Consumer Insights 2.0 How Smart Companies Apply Customer Knowledge to the Bottom Line, by Dona Vitale
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Consumer goods companies need more than just market research to make good strategic decisions. That's why many of them have created departments of consumer insights. Dona Vitale explains the role of these new departments and their leaders and how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities and products. An excellent case study from Dunkin' Donuts shows how consumer insights work in practice. You will learn the characteristics needed by consumer insights specialists, techniques that help develop the insights, and presentation tips to help a whole company get on board with new ideas. If you would like to be the market leader in your category or your company, this book will guide you every step of the way.
- Sales Rank: #650898 in Books
- Published on: 2006-08-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.00" w x .50" l, .90 pounds
- Binding: Hardcover
- 165 pages
About the Author
Dona Vitale has been an independent qualitative research consultant since 1987 when she established Strategic Focus Inc in Chicago. Before striking out on her own, Ms.Vitale worked at Foote, Cone & Belding Advertising as vice president and associate research director and in various positions in direct and database marketing. Since becoming a qualitative research consultant, Ms. Vitale has conducted more than 2,000 focus group and individual interviews, observational research, and ethnography projects for consumer products companies as well as a diverse group of cultural institutions, government agencies, and arts organizations.She has taught marketing research courses in the Univeristy of Chicago's Graham School of Continuing Studies Integrated Marketing Program since 1999 and first developed a course in consuemr insights in 2004.
Most helpful customer reviews
0 of 0 people found the following review helpful.
It was repetitive and boring. Read it for a marketing class and it ...
By Stephanie B.
It was repetitive and boring. Read it for a marketing class and it was meh. This woman loves to hear herself talk and it gets tedious fast! I would recommend How to Become a Marketing Superstar by Jefferey Fox instead.
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