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Consumer insight how to use data and m arket research to get closer to your customer / [electronic resource] : [edited by] Merlin S tone, Alison Bond & Bryan Foss. - London ; Sterling, Va. Sterling, Va. Sterling, Va. Sterling, Va. Kogan Page, c2004. - xv, 288 p. : ill. ; 24 cm. - Market research in practice . - Market research in practice series. .

Includes bibliographical references and index.

Introduction -- What is database marketing? -- Using the database -- How customer care and database marketing use customer insight -- Custo mer relationship management (CRM) -- Consumer insight and market resear ch -- Analysing consumer data to get insight -- Using consumer insight in developing and retaining consumers -- Sharing consumer insight - par tnerships and loyalty schemes -- Privacy, risk, and good and bad consum ers -- Consumer insight systems -- Organizing and managing consumer ins ight.


Electronic reproduction.
Boulder, Colo. :
NetLibrary,
2005.
Available via World Wide Web.
Access may be limited to NetLibrar y affiliated libraries.

ISBN: 1423708806 (electronic bk.)

Subjects--Topical Terms:
Customer relations --Management.------
Marketing research.--Management.------
Database marketing.--Management.------

Index Terms--Genre/Form:
Electronic books.

Dewey Class. No.: 658.8/34