Standard Article

Customer Analysis

Part 1. Marketing Strategy

  1. Barry J. Babin1,
  2. Eric G. Harris2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01012

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Babin, B. J. and Harris, E. G. 2010. Customer Analysis. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. 1

    Louisiana Tech University, Ruston, LA, USA

  2. 2

    Pittsburg State University, Pittsburg, KS, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • customer analysis;
  • value;
  • hedonic value;
  • marketing research;
  • consumer behavior