Understanding and Managing Customers

Understanding and Managing Customers provides a comprehensive overview of the process and pitfalls of understanding and managing customers. Readers gain an easy and applied introduction to this subject thanks to the accessible and clear writing style and a truly European focus. Designed for first year undergraduates on both business studies and marketing degrees. This text is also useful for HND students, those studying for the Chartered Institute of Marketing certificate and practitioners in the early stages of their careers.