Beyond Listening Book by Herma Rosenthal - Bookswagon
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Beyond Listening

Beyond Listening


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About the Book

Kundenreaktionen sind von größter Bedeutung für alle Marketingprozesse - angefangen bei der Werbung bis hin zur Verpackung. Deshalb führen Marketingexperten in Amerika jährlich für etwa 1 Milliarde US Dollar über 150.000 Focus Groups durch, um Emotionen, Motive und Einstellungen von Kunden und potentiellen Kunden zu einem bestehenden oder geplanten Produktkonzept zu explorieren. "Beyond Listening" befasst sich mit der besonderen Bedeutung von Focus Groups. Dabei handelt es sich um moderierte Gruppendiskussionen, die mit ausgewählten Kunden und Endverbrauchern geführt werden. Marketing- und Werbeprofis lernen hier, wie man Focus Groups einsetzt, um detaillierte Einblicke in das Kundenverhalten zu gewinnen, konkrete Kundenreaktionen aufzudecken, Meinungen und Anregungen zu sammeln, um so eine bessere Grundlage für künftige Entwicklungsentscheidungen zu gewinnen. Mit einer Fülle von Fallstudien zu verschiedenen Produkten, wie z.B. Altoids, Tropicana, Velcro, Maxwell House und Federal Express - um nur einige zu nennen.
Die Autoren sind anerkannte Experten auf diesem Gebiet. Bonnie Goebert, Inhaberin der Bonnie Goebert Company, ist eine führende Kapazität auf dem Gebiet der Focus Group Forschung. Sie kann auf 30 Jahre Erfahrung mit Fortune 1000 Unternehmen zurückgreifen, die sie in den Bereichen Markenidentität, Produktentwicklung, Erweiterung von Produktkategorien und Werbestrategien in nahezu allen Produktkategorien beraten hat. Co-Autorin Herma Rosenthal ist Chefin des Consultingunternehmens Writing Resource. Zu ihrem Kundenstamm gehören u.a. The New York Times, Discovery Communications und Children's Television Workshop.
About the Author: BONNIE GOEBERT is a leading expert in focus group research, with thirty years of experience working on brand identity, product development, category expansion, and promotion and advertising strategy with Fortune 1000 companies in virtually every product category. She heads The Bonnie Goebert Company, a qualitative research consulting firm.

HERMA M. ROSENTHAL runs Writing Resource, an editorial consulting firm. Her clients have included The New York Times, Discovery Communications, and Children's Television Workshop. Rosenthal has written for Newsday, TV Guide, and Entertainment Weekly, among other publications.


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Product Details
  • ISBN-13: 9780471395621
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Height: 224 mm
  • No of Pages: 240
  • Series Title: English
  • Sub Title: Learning the Secret Language of Focus Groups
  • Width: 167 mm
  • ISBN-10: 0471395625
  • Publisher Date: 10 Dec 2001
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Spine Width: 23 mm
  • Weight: 508 gr


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