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商品編號： W11338 出版日期： 2011/10/11 作者姓名： Pirouz, Dante;Ramasastry, Chandra Sekhar 商品類別： Marketing 商品規格： 14p 再版日期： 2016/08/15 地域： United States 產業： Retail and consumer goods;Retail trade 個案年度： 2008 -
商品敘述：
In early 2008, Campbell''s Soup Company (Campbell''s), a global foods and beverages enterprise, is experimenting with a new way of understanding the mind of its consumer. The trigger is provided by the stagnation in the sales of its soup products in the United States, its home market, where the soups category has become mature. For decades, the company''s focus in marketing research (MR) has been on tracking how the end users, having bought its soup products at the store, consume them at home. But now, it is keen on tracking the shoppers while they are cruising along the retail aisles. The company is planning to deploy the techniques of consumer neuroscience, a relatively new discipline, in the regard.
涵蓋領域：
Customer feedback;Marketing
相關資料：
Case Teaching Note, (W11872), 9p, by Dante Pirouz, Chandra Sekhar Ramasastry
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