Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Babin, B. J. and Harris, E. G. 2010. Customer Analysis. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
This article provides an overview of the tools, methods, and aims of customer analysis. Businesses need to know how to create value to be successful. Different approaches to analyzing customers with an orientation toward understanding value creation are described. Examples of customer analysis types from the marketing literature are referenced.
- customer analysis;
- hedonic value;
- marketing research;
- consumer behavior