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 Best Paper Award 2007/2008
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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:

  • 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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