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Consumer insight : how to use data and market research to get closer to your customer

Author: Merlin Stone; Alison Bond; Bryan Foss
Publisher: London ; Sterling, Va. : Kogan Page, ©2004.
Series: Market research in practice series.
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. It comprehensively covers the classic areas that marketers focus on: knowing who and where your customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour. The book  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Consumer insight.
London ; Sterling, Va. : Kogan Page, ©2004
(DLC) 2004014622
(OCoLC)55738135
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Merlin Stone; Alison Bond; Bryan Foss
ISBN: 0749442921 9780749442927 1423708806 9781423708803 1598758225 9781598758221 1280222433 9781280222436 9780749445805 0749445807
OCLC Number: 60678626
Description: 1 online resource (xv, 288 pages) : illustrations.
Contents: 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 consumer 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.
Series Title: Market research in practice series.
Responsibility: [edited by] Merlin Stone, Alison Bond & Bryan Foss.
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Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.  Read more...

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"Provides precise definitions of fundamental concepts... enables readers to focus on substantive issues rather than on the conceptual ambiguity that has plagued the field since its inception." Read more...

 
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