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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:   Print book : EnglishView all editions and formats
Summary:
Covering the fundamentals of customer relationship techniques, this text explains how companies gain an edge on their competitors by utilising knowledge of their customer base, producing a product to meet the customer criteria, and marketing it in a way which targets the specific consumer audience.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Merlin Stone; Alison Bond; Bryan Foss
ISBN: 0749442921 9780749442927 0749444479 9780749444471
OCLC Number: 55738135
Description: xv, 288 pages : illustrations ; 24 cm.
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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