とことん観察マーケティング
TOP ＞ ビジネス・経営・マーケティング ＞ とことん観察マーケティング
書籍詳細
著者
野林徳行
コード
9784828416939
カテゴリ
ビジネス・経営・マーケティング
発売日
2013/1/17
本体価格
1,400円＋税
ページ数
232ページ
サイズ
四六ソフト
内容
お客様をリアルに感じてヒットを生んできたカリスマ・マーケターの、「見る・聞く・想像する」行動的マーケティングを大公開。 著者はこれまでローソン、ローソンチケット、リクルート、ブックオフでマーケティングや商品開発、企業経営に携わってきた。どの会社でも「お客様の顔が浮かぶまで知る欲望を止めない」をモットーに、顧客の調査、インタビュー、動向分析を徹底的に行ってきた。たとえば、雑誌リニューアルのため600人に1人で聞き取り調査、24時間ライバル店のスーパーマーケットを観察、キャバクラや居酒屋での会話から商品開発、自社のコンビニ店で買い物帰りの客に、まる一日聞き取り調査……。その情報を「組織を超えて共有することに尽力する」ことで、継続するヒット商品が生まれ、生み出す組織力が向上すると体験的に学んだ。 本書では、「モノを売る」「売れるモノをつくりだす」方法を著者の実体験をもとに、各事例から検証していきます。
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