Understanding Customers

2nd Edition

Authors: Chris Rice
Paperback ISBN: 9780750623223
Imprint: Butterworth-Heinemann
Published Date: 13th February 1997
Page Count: 414


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This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations.

Each chapter of Understanding Customers consists of: learning objectives and definitions the theoretical background exercises issues to consider current examples implications for marketing * recent examination questions. Chris Rice is Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.

Key Features

Recommended by Ted Johns, CIM Senior Examiner for the Understanding Customers paper Updated in line with the latest developments in the investigation of consumer behaviour and with the new CIM syllabus


CIM Certificate students; IPM, DMS, IPS students taking papers in consumer behaviour; undergraduate (BABS) students taking organizational behaviour options.

Table of Contents

A historical perspective; Perception; Ideas from economics; Marketing aspects of sociology; People in groups; Attitudes and social behaviour; The behavioural sciences - problems and methods; An introductory look at marketing research; The presentation and interpretation of data; Consumer decision making and modelling; Learning; Segmentation; Attitude change; Forecasting, change and the future; References, bibliography


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© Butterworth-Heinemann 1997
Paperback ISBN:

About the Author

Chris Rice

Changed career to Personnel Management after originally training as an engineer. Followed by personnel experience in the engineering industry and later as Personnel Manager with Oxford University Press. Research degree awarded (in Adult Education) for work on the evaluation of training. Training conducted for many organisations including Bass, Plessey, Marks & Spencer, GPT, Lloyds/TSB, Northern Foods, Siemens. Has also been involved in setting up management education programmes in Poland, Czech Republic, Bulgaria and Zimbabwe.

Affiliations and Expertise

Senior Lecturer, Nottingham Trent University; CIM Examiner


'It is even more comprehensive than before, yet remains firmly focused on the instrumental demands of students. It can be picked up voluntarily and read for pleasure. Few technical publications justify such an accolade, yet in Rice's case it is well deserved' Ted Johns, CIM Senior Examiner, Understanding Customers