| Details | | Publication Date: | 1993-09-01 |
| Size | | Height: | 9.0 in | | Width: | 6.0 in | | Thickness: | 0.8 in | | Weight: | 15.2 oz |
Publisher's Note
"The sequencing of chapters has been carefully done to bring out and develop the theme. The book moves smoothly from a lucid explanation and illustration of the concept to the analysis of visit data, customer visits vis-a-vis other market research techniques, and the history and future of customer visits.... Customer Visits seeks to motivate the interested reader to conduct visits to customers in a systematic manner. It is a work of its own kind and is a must for all those who want to know or practice more of close customer relationships." --Management and Labour Studies "It is rare that a book lives up to its stated objectives, but Edward F. McQuarrie, whose work has also been published in JPIM has done just that. . . .This book is written for business-to-business product and marketing managers as well as their manufacturing and technology counterparts, but its style and context are applicable to many other disciplines. . . .Its step-by-step approach and empirically generated examples are without equal." --Journal of Production and Innovation Management "Customer Visits describes an important business-to-business market research technique. . . . The philosophy underlying customer visits and the methodology outlined in the book are critical for practitioners, academic field researchers, MBA students, and professors who teach marketing research, business-to-business marketing, or relationship marketing. . . . It provides important details and describes specific procedures. Unlike many handbooks, it is engaging and parsimoniously written. . . . Knowing how to use customer visits will be an important addition to any manager's or engineer's toolbox." --Journal of Marketing Research "It is rare that a book lives up to its stated objectives but McQuarrie, whose work has also been published in JPIM, has done just that. . . . Throughout the book McQuarrie supports his teachings (and they are teachings) with specific examples taken from his vast experiences. He not only details, step-by-step, all the points necessary to assure that customer visits maximize the visiting firm's intelligence, but he also explains why each step needs to be taken and describes alternative paths to take if your information needs cannot be adequately satisfied through the customer visitation process. . . . He also does an excellent job of reinforcing his critical points and summaries. . . . The book reads like an excellent classroom lecture with all the logic, cautions, examples, and benefits one could hope for from such a course. As such it is an excellent tool for new marketers, MBA students, and those firms who market to end consumers through distributors or dealers. . . . Its step-by-step approach and empirically generated examples are without equal. Its application goes beyond just the BTB industry--it is equally valid for any organization that reaches the end user through a second or third party." --The Journal of Product Innovation Management "Edward F. McQuarrie has successfully integrated theory with solid practical experience to create a very informative and useful book. This is 'must reading' for any business manager who is serious about managing customer feedback and customer satisfaction." --Michael R. Kuhn, Senior Vice President, Burke Marketing Research, Inc. "Edward McQuarrie provides a practical guide for business teams to effectively plan customer visit programs. While the benefits of this exploratory market research tool are spelled out (power of face-to-face contact with customers, observation of customers' environment), so are the limitations and risks (small samples, interviewer bias). Dr. McQuarrie discusses a procedure for implementing programs that includes setting objectives, selecting a sample of customers, and training visit teams. He illustrates how to optimize customer visits to generate ideas, identify business opportunities, and in general, gain valuable market information." --Anne Morton, ...
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