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A la recherche du consommateur - Nouvelles techniques pour mieux comprendre le client: Nouvelles techniques pour mieux comprendre le client
Paperback
ISBN13: 9782100513512
Publisher: Dunod
Published: Apr 30 2008
Pages: 236
Weight: 0.73
Height: 0.50 Width: 6.02 Depth: 9.25
Language: French
Comment contourner les barrières de défense que les consommateurs érigent lorsquon les interroge avec les méthodes traditionnelles ? Comment étudier tout ce qui relève de l'irrationnel, de l'implicite, de l'inconscient, de tous le facteurs qui ont un impact sur le consommateur ? Telles sont des questions auxquelles cet ouvrage collectif apporte des réponses en dressant un panorama des nouvelles approches du client. Ce livre rédigé par 9 experts etde plus en plus utilisé en marketing, allie réflexions théoriques pour présenter des outils issus des sciences sociales et exemples concrets avec des mises en scène de professionnels afin de monter l'opérationnalité de ces outils.
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