2 options
Gaming the gamers : using experience maps to develop revenue-generating insights / Kent Grayson, Sachin Waikar & Gene Smith.
- Format:
- Book
- Author/Creator:
- Grayson, Kent, author.
- Waikar, Sachin, author.
- Smith, Gene, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Marketing research--Case studies.
- Marketing research.
- Product management.
- New products--Case studies.
- New products.
- Product management--Case studies.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- A senior product manager for a telecommunications company has been asked to propose ideas for generating new revenue from video gamers who use his company's Internet services. The manager has commissioned the development of 'experience maps' for three subsegments within the gamer segment. The experience maps, which are reproduced in the case, provide students with an opportunity to generate customer insights based on real qualitative data.
- Notes:
- Originally Published in: Grayson, K., & Waikar, S. (2012). Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating Insights. 5-212-250. Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on May 4, 2016).
- ISBN:
- 9781473977259
- OCLC:
- 1017717551
- Access Restriction:
- Restricted for use by site license.
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