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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer.

Author: Merlin Stone
Publisher: London : Kogan Page, 2004.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Consumer insight provides market researchers with knowledge of database marketing and Customer relationship marketing techniques.
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Merlin Stone
ISBN: 9780749445805 0749445807
OCLC Number: 437158070
Description: 1 online resource (306 p.)
Contents: Contents; The Market Research Society; List of contributors; Foreword; Acknowledgements; Introduction; What is database marketing?; Using the database; How customer care and database marketing use customer insight; Customer relationship management (CRM); Consumer insight and market research; Analysing computer data to get insight; Using consumer insight in developing and retaining consumers; Sharing consumer insight --
partnerships and loyalty schemes; Privacy, risk, and good and bad consumers; Consumer insight systems; Organizing and managing consumer insight. Appendix: The Market Research Society Code of ConductIndex.

Abstract:

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.  Read more...

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