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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
Closing the offline / online gap:
Interacting with your customer
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Author(s): Marc Drüner, Hendric Halley Collection: Automotive 2008 Keywords: Market Research Online Communities (MROC), Purchase Intent  ESOMAR Excellence Award Nominee - Best Paper 2007/2008 |
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| EUR 15.00 Members: EUR 12.00 |  |
Understanding the customer is one of the biggest challenges a marketer faces in his / her daily work life. A thorough understanding of the customer is the basis for a positive interaction.
The starting points for the project approach described in this paper were questions that the Volkswagen organisation needed to answer in order to allow for sustainable internal change:
The starting points for the project approach described in this paper were questions that the Volkswagen organisation needed to answer in order to allow for sustainable internal change:
- Where and how do I, as a marketer, really get the information to understand what kind of needs and wants result from the everyday life of our customers?
- How can findings be transferred from model development to communications throughout an entire organisation?
- How can we turn insights into action faster and with better results across organisational functions?
Date of publication: 03.03.2008
ISBN: 92-831-0219-3
Order Code: S327_11
Number of pages: 11
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
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