Consumer insight how to use data and m arket research to get closer to your customer - Stone, Merlin, 1948-; Bond, Alison; Foss, Bryan; NetLibrary, Inc. (London ; Sterling, Va. Kogan Page, Sterling, Va. Sterling, Va. Sterling, Va., 2004)
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.
Includes bibliographical references and index.
Electronic reproduction.
Keywords: Customer relations -- Management; Marketing research. -- Management; Database marketing. -- Management; Electronic books