FEATURES - Asking All the Right Questions - Exploring customer purchase stories can yield surprising insights.
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|Authors:||Berstell, Gerald ; Nitterhouse, Denise|
Marketing research : a magazine of management and applications. - Chicago, Ill : American Marketing Assoc, ISSN 1040-8460, ZDB-ID 10227647. - Vol. 13.2001, 3, p. 14-21
Christensen, Clayton M., (2007)
Marketing-Practice Management - TELL US MORE - CPAs can use customer case research (CCR) to learn details about why, when and how a client chose their firm for accounting, tax or consulting services. The inside perspective clients provide about who and what influences service selection can help a firm strengthen its market position.
Nitterhouse, Denise, (2003)
Berstell, Gerald, (1997)
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