Chapter 9: Consumer Insight in a Digital Age
Consumers are just one of the stakeholders of an organization but it can be argued that they are the most important stakeholders. Consumer insight is defined and examples are given. Data is gathered and analyzed (consumer research) to be used for consumer insight. Social media is an information-rich area for gathering insights about consumers. Many relatable examples are given, including Levi’s jeans, Amazon Kindle, Tempur Pedic, Chevy Volt, and JetBlue and a case study of CDW is included.
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Gerri Henderson Biography