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Consumer insight [electronic resource] : how to use data and m arket research to get closer to your customer / [edited by] Merlin S tone, Alison Bond & Bryan Foss.

Contributor(s): Material type: TextTextSeries: Market research in practice seriesPublication details: London ; Sterling, Va. Kogan Page, c2004. Sterling, Va. Sterling, Va. Sterling, Va. Description: xv, 288 p. : ill. ; 24 cmISBN:
  • 1423708806 (electronic bk.)
Subject(s): Genre/Form: Additional physical formats: No titleDDC classification:
  • 658.8/34   22
Online resources:
Contents:
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.
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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.

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