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|Material Type:||Document, Internet resource|
|Document Type:||Internet Resource, Computer File|
|All Authors / Contributors:||
|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.