Consumer insight : how to use data and market research to get closer to your customer / [edited by] Merlin Stone, Alison Bond & Bryan Foss.

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Bibliographic Details
Uniform Title:Market research in practice series.
Other Authors: Stone, Merlin, 1948-
Bond, Alison
Foss, Bryan
Language:English
Published: London ; Sterling, Va. : Kogan Page, c2004
Series:Market research in practice series.
Subjects:
Customer relations > Management.
Marketing research.
Database marketing.
Online Access:
Connect to: Table of contents - All users (Cataloging @ Library of Congress)
Physical Description:xv, 288 pages : illustrations ; 24 cm.
Format: Book
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.