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

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Title:

Author:

Stone, Merlin, 1948-

ISBN:

9780749442927

Publication Information:

Sterling, Va. : Kogan Page, 2004.

Physical Description:

xv, 288 p. ; 24 cm.

Series:

Market research in practice series

Series Title:

Market research in practice series

General Note:

Includes index.

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 -- Analyzing 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.

Subject Term:

Customer relations -- Management.

Added Author:

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/ecip0419/2004014622.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015755396	658.834 S879C 2004	1	Searching... Unknown

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Summary

Part of the Market Research in Practice series - essential guides for the burgeoning Market Research Society training and qualifications programme.

Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where 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 also explains how companies gain insight by managing and using their customer data correctly. Packed with the latest models, tools and research findings, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.

Key content includes:

what is database marketing?

how do customer care and database marketing use consumer insight?

consumer insight and marketing research

analysing consumer data

development and retention of customers

data protection, risk, good and bad consumers

consumer insight systems

managing consumer insight